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  • Writer's pictureMark A Preston

Navigating Agency Growth Using The Rule of 7

Growing an agency is like steering a ship through ever-changing seas. Sometimes, you need to adjust your sails to catch the wind just right, and other times, a complete change in direction is what's needed to stay afloat. Reflecting on a recent conversation with Kevin Gibbons, we delved into the pivotal moments and strategies for restructuring and evolving an agency to meet the demands of growth and the market. This post aims to shed light on these critical junctures and offer actionable guidance for agency leaders.


agency rule of 7

The Rule of Seven: Understanding Growth Milestones


Kevin introduced an intriguing concept: the Rule of Seven. This rule suggests that with every addition of seven team members, an agency reaches a new level of complexity. At these points, processes that worked before may suddenly become inadequate. The leap from seven to 14 employees, and then to 21, marks significant shifts in how the agency operates, necessitating new roles and structures, especially in non-billable areas such as HR, finance, and sales and marketing. Initially, these roles might seem excessive and costly, but they become essential for sustaining growth and ensuring the agency functions smoothly.


Personal Evolution: Reflecting Every Seven Years


Another facet of the Rule of Seven is personal growth and reflection every seven years. Kevin observed that, alongside the agency's development, personal aspirations and life goals also evolve. This period of reflection can lead to significant shifts in direction, both for the individual and the agency. It's about aligning the agency's trajectory with personal fulfilment and market demands, ensuring that the passion for the work remains ignited.


Key Strategies for Agency Evolution


  • Embrace Structural Changes: Be prepared to overhaul your processes and team structure as you hit new growth milestones. This might mean investing in non-billable but crucial roles that support the agency's backbone.

  • Periodic Reflection: Every seven years, take a step back to evaluate your personal goals and how they align with the agency's direction. If you find your passion waning, it might be time to instigate change.

  • Adapt to Market Demands: Keep a close eye on market trends and customer needs. For Kevin, this meant transitioning from a local to a national focus, expanding services beyond SEO, and honing in on specific sectors like e-commerce.

  • Narrow Your Focus: Sometimes, growth means narrowing your target audience or specialising in specific services. This can differentiate your agency in a crowded market and attract clients looking for specialised expertise.



Practical Steps for Agency Leaders


  1. Review Your Team Structure Regularly: As your agency grows, continuously assess whether your current team setup supports or hinders progress. Consider introducing new roles or departments to alleviate bottlenecks.

  2. Schedule Regular Personal Reflection: Set aside time every few years to reflect on your satisfaction and alignment with the agency's direction. It's crucial for long-term success and personal happiness.

  3. Stay Informed on Market Trends: Regularly research and analyse market trends, client feedback, and competitor strategies. This information can guide strategic decisions and service offerings.

  4. Refine Your Niche: As you gain more experience and insight into your industry, consider focusing more narrowly on the sectors or services where you can offer the most value and achieve the best results.


Navigating the growth of an agency is a journey filled with learning, adaptation, and introspection. By understanding the significance of structural changes at certain milestones and aligning personal aspirations with the agency's direction, leaders can ensure sustained growth and relevance in the market. Whether it's adapting to the Rule of Seven or finding your niche, the key to successful agency evolution lies in being proactive, reflective, and adaptable.

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