Agency Leadership Podcast

You’re using AI to handle more of the work that your team used to do. That’s exactly why the human side of the business has become a competitive advantage. In this episode, Chip and Gini make the case that as AI slop floods everyone’s inbox and feeds, the bar for genuine human interaction has dropped so low that clearing it will make you stand out. Demonstrating real experience and expertise in conversation — not just in content — is where agencies will win. That starts with having actual conversations. Chip argues that meetings have become more valuable, not less, because you can’t fake a real-time interaction the way you can a written deliverable. And Gini adds that it extends to one-on-one meetings with your team, which can be used to get the specific decisions needed from you. Written content is increasingly hard to trust, and Chip admits even he can’t reliably tell his own writing from AI output. Video helps close that gap for now. So does the handwritten note, which Chip still sends to podcast guests when he can track down an address. He jokes that the illegibility is proof of authenticity. In person beats everything. Chip pushes agency owners to budget for it deliberately, with clients, prospects, and remote team members alike. Gini mentions the Augusta Rule as one way to offset some of those costs, though both are quick to say talk to your accountant before you try to benefit from it. Key takeaways Chip Griffin: “In the age of AI, meetings are even more valuable than they were before because you can’t fake this kind of interaction.” Gini Dietrich: “The more time you can spend with a client or with a prospect really understanding their business, the way that they operate day to day, their pain points — those are the kinds of conversations that are gonna make you smarter.” Chip Griffin: “When you hit that inevitable rough patch somewhere down the road, and we all hit rough patches with our clients at one point or another, it gives you that oftentimes reservoir of goodwill that you can draw on because you made that human connection.” Gini Dietrich: “My day-to-day contact there became one of my closest friends. She’s one of my closest friends today, even though we haven’t worked together in 20 years, and the reason being is that we got together in person all the time.” View Transcript The following is a computer-generated transcript. Please listen to the audio to confirm accuracy. Chip Griffin: Hello, and welcome to another episode of the Agency Leadership Podcast. I’m Chip Griffin. Gini Dietrich: And I’m Gini Dietrich. Chip Griffin: And Gini, I think we’re, we’re people people. We’re- Gini Dietrich: We’re people people? Chip Griffin: I’m a people person, so that make us people people. People- People … people. We’ll just keep saying the word people. But in all seriousness, the age of AI, everything seems to be impersonal, so that opens the door to be more friendly to actual people, to be more personable. And so I think we can talk about how we can set ourselves apart as agencies, as leaders in this age where the tech seems to do almost everything for us. Gini Dietrich: Yeah. You know, it’s funny that this conversation is happening right now because I’m coming to this conversation straight from our bimonthly learning session internally. And one of the things that we talked about today was, you know, how to use AI, our critical thinking skills, but also how to use questioning and probing with it- new business prospects and with clients to be able to uncover the real problems of what they’re, the real pain points of what they’re facing versus just the surface level, “I have a measurement problem,” kinds of things. And it’s, it’s definitely not something that you can rely on AI for. You have to actually use your people skills to be able to do that kind of work, and that’s what we spent about an hour going through internally today. Chip Griffin: Yeah, I mean, there’s, there’s so many more opportunities now to leverage the human connection piece with your clients, with your prospects, with your team because so much of what they’re seeing is AI slop. Is technology-driven. And, and whether that’s the pitches that we get in our inbox, and you sit there and you’re like, “I know AI generated this and sent it to me,” and all that. And so trying to find ways where you can break through and make a human relatable interaction with somebody and provide real human insight in those conversations gives you the opportunity to do things that, you know, a couple years ago nobody would’ve paid attention. Now they do. Gini Dietrich: Right. Right. Yeah. You know, one of the things I always talk about is, especially with content, and I think this applies here as well, is demonstrating your experience and expertise because nobody else can do that. And I think if, as you’re thinking about those human relations and the people skills and actually interacting with actual human beings, where you can demonstrate experience and expertise is really what’s going to set you apart in all of those conversations. Because nobody else has your experience or expertise. You know, they may have some of the similar experience, and they may have similar expertise, but nobody does it exactly the same way that you do. And I think being able to demonstrate that in your conversations is where you will win every time. Chip Griffin: Well, I think the key is having actual conversations. Gini Dietrich: Fair. Start there. Chip Griffin: I was talking with a leader today who said, “Look, I just, I don’t even have time to read half the stuff that comes in, even from my direct reports. And so for me, the best way to interact with all of my direct reports is through actual conversations, either in person or by video call because that’s, that’s the only way I have an opportunity to focus on it.” And so, you know, I, I know that we all are of the mindset, geez, you know, we don’t want to be meeting to death and all of that, but I would argue that in the age of AI, meetings are even more valuable than they were before because you can’t fake this kind of interaction. Gini Dietrich: Right. Chip Griffin: If you’re engaging with somebody on Zoom or Teams, I mean, sure, you could have one of those AI apps that, that, you know, the kids are apparently using to interview these days where it puts the answers up on the screen or whatever. I don’t know. But the reality is nobody’s really doing that that I know of, in the agency and client world. So, you know, it’s reasonable to assume that you are actually being yourself when you are communicating with a client, prospect, or team member. And so take advantage of those opportunities. Don’t say, “Well, this could’ve been an email.” Well, yeah, it probably could’ve been, but people are gonna think that was generated by AI. So, you know, don’t meeting yourself to death, but certainly be more open to meetings than you might’ve been five years ago. Gini Dietrich: And I would add to that, that I think the person you mentioned a few minutes ago, I think that’s exactly right. You know, at, I mean, as my agency grows and as we get bigger and, and like the amount of stuff that comes at me every day is impossible to keep up with, and the meetings, especially the one-to-one meetings that I have with my team that are most effective are the ones that they say, “I need this decision, this decision, and this decision,” and then they walk me through so that I’m not having to review decks. I’m not having to review documents. They walk me through what they’re doing. They walk me through their problem-solving, and they walk me through the decisions that they need from me to be able to move forward. Otherwise, it’s gonna sit on my to-do list for two or three weeks when they can use a one-to-one really effectively that way. So I think you’re absolutely right. You don’t necessarily have to have more meetings. You just need to use them more effectively. Chip Griffin: Right. And I mean, even before the age of AI, I always told all my direct reports, “Use those one-on-one meetings to just get every answer you need from me.” Yep. It, it’s the best way… you’ve got me focused. Take advantage of that. Absolutely. Don’t walk away saying, “Geez, I should’ve asked him this.” If you can get the answer, get the answer. And I think we can, we can do that, but it’s also your opportunity to show that you’ve actually got the knowledge yourself in these conversations. You’re not relying on AI to spoon-feed it all to you because, I mean, let’s face it, you know, we’ve all come to distrust the content we see from almost everybody- Mm-hmm … and say, “Well geez, is that really theirs or did that come from AI?” And people are, they’re trying to say, “Oh, well, I can identify the AI.” You can’t. I guarantee you can’t. I can’t tell the difference between my writing and AI writing unless I do a forensic analysis and go back to figure out who wrote the first draft of something. Yeah. And I think that, I mean, honestly, I think the people who have the toughest time with that are the people who, you know, were prolific writers before because prolific writers tended to write in a certain way, which is what the LLM’s all trained on. So, you know, those of us who were professional writers … we used a lot of em dashes. That taught the LLMs, “Use em dashes.” Gini Dietrich: Yep. Chip Griffin: Now, you use an em dash, you must be using AI. Yeah. Baloney. Baloney. Gini Dietrich: Baloney. I still use an em dash, and I will die on that hill because I am not going to stop. Chip Griffin: No. And, that’s the human style that we used to be able to express in writing. I think it’s becoming increasingly difficult to truly express yourself in written form, in a way that is fully trusted by folks. And so I think the, you know, for now at least, there is also an opportunity to do more video in your content creation. Because while, yes, you can fake AI, and that’s getting really good, to be honest with you, the avatars you can create and, and I could create it as if this show was me talking, and nobody would be any the wiser. Gini Dietrich: Yep. Chip Griffin: It’s still rare that that’s happening today. Right. So for now, you have that opportunity to make that human person-to-person connection through video, and so I’m encouraging everybody to do more video. Maybe not instead of the written, but at least in conjunction with it, because it helps to show that you’re putting these thoughts and ideas into your own voice and not just, you know, generating something with Claude or ChatGPT and shipping it without a thought. Gini Dietrich: Yeah. And in person, if you can do it in person, I would recommend that as well. Chip Griffin: Oh, in person’s even better. Gini Dietrich: Like, yeah. Like, I mean, I- absolutely, because- Chip Griffin: ‘Cause you really can’t fake it in person, at least not yet. Gini Dietrich: You definitely cannot fake it in person. Chip Griffin: I mean, we, we don’t have convincing holograms out there that someone can’t tell is a hologram. Not yet. Not yet. Gini Dietrich: Not yet. I am very much looking forward to that, but not yet. Chip Griffin: Well, I mean, I, I do believe- Mm-hmm … that the world needs more of us out there physically. Gini Dietrich: Yeah. Chip Griffin: I mean, we could take the Chip and Gini Show on the road- Gini Dietrich: We could … Chip Griffin: without having to, to leave anywhere. Just have the AI do it all for us. Gini Dietrich: Fantastic. I love it. Yeah. We’ll just be like Princess Leia and we’ll beam in. I love it. Let’s do it. I think that’s fantastic. Chip Griffin: Ah, yes. But I mean, I think there are other ways that you can make those personal connections. You know, one of the things that I’ve done for a number of years now is I’ve done handwritten notes to people on a weekly basis. Not everybody every week, obviously, but you know- Gini Dietrich: I’ve never gotten a handwritten note from you. Chip Griffin: Uh, I think you did, like, at the very start of this show, I think. I believe I did, but I would have to go back and- Gini Dietrich: Yeah, I think you might be right. Okay, I take it back … Chip Griffin: pretty, pretty sure that you did. I- All right you know, I, I try not to overdo it because at some point it- Fine … it gets cheapened. But, generally speaking, when I have a podcast guest on, for example, I send them a handwritten note after the episode goes out, assuming I have their address. I mean, that’s obviously a challenge in some cases. Sure. And it gets a little creepy when you start asking people for their addresses sometimes. So you gotta … It’s, it’s not as easy as it once was, and sending something to a business address- Right … doesn’t necessarily get there anymore. Yeah, yeah. But when you can get an address to send them a personal handwritten note, it stands out today ’cause nobody gets any mail. Yep. Nobody sees things that aren’t electronic, and even though, in my case, nobody can read my handwriting, but they still know that I put the thought into it. That’s right. Yep. And the fact that they can’t read it tells them it’s real, right? Because if I paid one of the services, ’cause you can pay services that will, you know- Gini Dietrich: To type it out, yeah Chip Griffin: well, no, will do a fake handwritten- Gini Dietrich: Oh, yeah, yeah … Chip Griffin: thing. But it’s computer generated, so it’s, it’s fully legible. Gini Dietrich: Yeah. Chip Griffin: There’s no way anybody would pay for what I send. I mean, it’s just, it’s … I mean, I can’t read half of what I write. And I try. I, I do try, but I just have horrible, horrible penmanship. Gini Dietrich: Yeah, I think that you’re right. Any way that we can create the human-to-human interaction, and lots, there are lots of tools available today that make it easy for us, that’s gonna be, that’s, that is going to set us apart. And like I said to my team earlier today, the more time you can spend with a client or with a prospect really understanding their business, the way that they operate day to day, their pain points, the business’ pain points, those are the kinds of conversations that are gonna make you smarter. And if you use AI, you take that transcript and you dump it in there and say, “These are the kinds of things I’m thinking about. Can you poke some holes in it or tell me what I’m missing?” For sure you can do that, but do that after the conversation so that you, you understand, you can demonstrate your experience and your expertise and really have that human-to-human interaction. Chip Griffin: Well, and, leaning into something you said before- Look for those opportunities where you can get together with people in person. Gini Dietrich: Yep. Chip Griffin: And so again, I think the value of that has been elevated. It’s always been important and useful to, to meet with clients, prospects, team members in person, but I think it’s even more valuable today because, you know, we, as we talked about, you can’t fake that kind of interaction. Technology isn’t doing it for you. But it also allows you to elevate yourself over other people they may be interacting with, whether that’s a prospect looking at different firms, or whether that’s an employee who’s like, “Well, I, I feel disconnected ’cause we’re remote.” I mean, we, we talk about the importance of if you’re running a remote agency, which many of you are, you need to have regular in-person get-togethers, and you need to have budget to get people to travel. If they’re not all local, you still need to bring them in because those human interactions that you have by getting together, meeting in person, sharing a meal, sharing a coffee, those are all things that allow you to strengthen the connection and really set yourself apart in the age of AI. Gini Dietrich: Yeah, absolutely. I mean, and I think you said something really, really important, which is set the budget. So as you’re budgeting – granted, I know not everybody budgets every year, but you should be doing that. As you’re doing that, set some budget aside for these kinds of things. And I will tell you, and certainly I am not an accountant, I am not a finance professional, but in many cases, you can… Even if you host that in your home, something like that in your home, not have people stay there, but host, like, strategy planning meetings or things like that in your home, you can deduct some of that from your taxes. So you can… There’s, there are ways that you can do it so it’s not actually costing you money on top of, like, it’s something that’s deductible. So, you know, talk to your accountant about that, but there are some things that you can do to offset some of those costs, too. Chip Griffin: Yeah, it’s, you’re talking about the Augusta rule. So when you talk with your accountant, ask about the Augusta rule. It is something that is potentially useful, but please, dear God, do talk to your accountant before you do this- Gini Dietrich: Yes, please. Please. … Chip Griffin: Because I’ve talked with some folks, they see someone online say, “Oh, you should use the Augusta rule,” and they’re like, “Oh, cool. Well, I’ll just do…” No, there’s actual proper steps that you have to go through to prove that it’s a legitimate expense, to prove the amount and all of that kind of stuff. So, so please, do make sure that, because it is, that is one of the more complicated areas of tax law, and so you really wanna make sure that you’re getting that one correct so that- Gini Dietrich: Yeah, just- … Chip Griffin: they don’t come in and whack you for- Gini Dietrich: Take our advice to, take our advice to look into it. Yeah. Do not take our advice to just implement it. Chip Griffin: Right. But regardless of how you go about getting together in person, the important thing, at least for this episode, is that you do it, because that does, it, it strengthens that human connection, which pays all sorts of dividends. I mean, even with clients, getting together in person, it, it helps you. You can read body language in ways that you can’t do even on a video call. You can strengthen the relationship so that when you hit that inevitable rough patch somewhere down the road, and we all hit rough patches with our clients at one point or another- it gives you that oftentimes reservoir of goodwill that you can draw on because you made that human connection, and you’re not just, you know, the other end of a contract. You are someone that they’ve gotten to know. And so we want to try to find as many ways as possible to have that relationship with everybody that we work with at every level, vendors, clients, prospects, team members. Gini Dietrich: Yep, yep. Chip Griffin: Whatever it may be. Gini Dietrich: Yep. Yeah, I mean, my newsletter that’s going out in a couple of days, talks about how Ocean Spray was one of my very first clients as a young whipper-snapper working at FleishmanHillard. And there, my day-to-day contact at, there became one of my closest friends. She’s one of my closest friends today, even though we haven’t worked together in 20 years, and the reason being is that we got together in person all the time, we traveled together, we were, you know, sort of in the, the ranks together working through all sorts of issues and challenges and, you know, building… We built a real friendship. And you can’t do that on Zoom. You just can’t. Chip Griffin: Right. And, I know we all want to be more efficient and all of that, and that’s all fine and good, and I am a huge believer in using the technology- Oh, yeah … whether it’s AI or otherwise- Gini Dietrich: Absolutely … Chip Griffin: to, to make yourself more efficient, but you can’t do that at the expense of losing that human touch. Gini Dietrich: Right. Totally. People skills, people skills, people skills. Chip Griffin: They are more important today than they have ever been. And that, that is common throughout history. As, as one thing becomes dominant, the antidote to it, if you will, or the opposite piece of it often becomes equally valuable because everybody else is ignoring it. So find those places where you can stand out, you can be a little bit different. And, many people went into the agency world because they were people people, people. I… it sounds so stupid. Gini Dietrich: People, people people, people pleasers. Person, person, people. People, pe- people Chip Griffin: ‘Cause you’re a people person- A person so if you’re people pe- I don’t know. Gini Dietrich: I don’t know either. Chip Griffin: I feel like I’ve taken this off the rails as I usually do, so maybe this is a good point to, to draw ourselves to a close here before people get peopled out. Gini Dietrich: We are all people people. People people. Chip Griffin: Makes me think of that old song, what is it, the, The Purple People Eater or something like that? Gini Dietrich: Yes, that’s exactly what I was thinking of at the beginning. Yeah. Yep. Chip Griffin: Yeah. Which if I could remember it, I wouldn’t sing it anyway because we’d probably get a copyright strike, so. Or maybe not. I don’t know. I don’t know how all that stuff works. I wouldn’t either. On that note, uh, I’m definitely careening off the rails here, so we will draw this episode to a close. Thanks for listening. I’m Chip Griffin. Gini Dietrich: I’m Gini Dietrich. Chip Griffin: And it depends.

No more excuses. No more waiting to see how things play out. AI has moved past the experimental phase, and if you’re still treating it like a nice-to-have rather than a fundamental shift in how your agency operates, you’re already falling behind. In this episode, Chip comes out swinging with a wake-up call for the agency community: the ground is shifting faster than most are willing to admit, and the window for meaningful adaptation is closing. Gini backs him up with examples of how AI has progressed from an intern-level tool to something that can genuinely replace mid-level work—if agencies don’t evolve what they’re selling. They dig into the practical reality of training AI tools to work like team members, not just one-off prompt machines. Chip explains how he uses different platforms for different strengths—Claude for writing, Gemini for competitive intelligence, Perplexity for research, and ChatGPT as his strategic baseline. Gini shares how her 12-year-old daughter creates entire anime worlds through conversation with AI, demonstrating the power of treating these tools as collaborators rather than search engines. The conversation covers what clients actually want to pay for in 2026 (hint: it’s not social posts and press releases), how to build AI agents trained on your specific expertise, and why the process of training AI forces valuable clarity about your business. They emphasize that this isn’t about slapping the “AI-powered” label on your services—it’s about fundamentally rethinking what value you deliver and how you deliver it. If you’ve been sitting on the sidelines waiting for the AI dust to settle, this episode is your warning: there is no settling. There’s only evolution or extinction. Key takeaways Chip Griffin: “If you do not change, it will replace you. It will take away your revenue. If you keep doing the same thing that you’re doing today, it absolutely will destroy you.” Gini Dietrich: “We are no longer relying on our agencies to do the work. We are relying on agencies to teach us what’s coming ’cause we don’t have the time.” Chip Griffin: “AI is not just changing how your business operates, it’s changing how other businesses operate. It’s changing how the media operates. And so it is truly a disruptive force that we need to be thinking about.” Gini Dietrich: “When somebody says to me, oh, I just can’t get it to output what I need, I’m like, user error. You haven’t taken the time to train it.” Turn ideas into action Train one AI tool this week like you’d train an employee. Pick the platform you use most (ChatGPT, Claude, or Gemini) and spend 30 minutes having an actual conversation with it about your preferences—tone, structure, what you hate (like emojis), and what outcomes you need. Feed it examples of your best work and tell it explicitly when outputs miss the mark and why. The tool won’t improve with one-shot prompts; it needs training just like a new hire. Map what clients will actually pay for in 2026. Block one hour to list every service you currently bill for, then honestly assess which ones AI can now handle at a competent level. Don’t lie to yourself—if ChatGPT can draft solid social posts or press releases after reviewing past examples, that’s table stakes now. Identify what remains valuable: strategy, teaching clients to use these tools, implementing new processes, or solving problems AI can’t touch. This clarity will drive every business decision you make this year. Test AI on something personal before rolling it to client work. If you or your team are intimidated by AI, start with meal planning, fitness routines, managing schedules, or drafting birthday card messages. Use it for something low-stakes where you can experiment with conversation-style prompting without pressure. Once you see how it responds to feedback and training in a personal context, you’ll understand how to apply the same approach to agency work. Resources LinkedIn post by Vineet Mehra that Gini references Related Agencies succeed through consistency and evolution AI myths agencies must avoid View Transcript The following is a computer-generated transcript. Please listen to the audio to confirm accuracy. Chip Griffin: Hello, and welcome to another episode of the Agency Leadership Podcast. I’m Chip Griffin. Gini Dietrich: And I’m Gini Dietrich. Chip Griffin: And Gini, you know, we started the new year off on a note where we weren’t gonna yell at our audience, but I feel like it, it’s time to yell at our audience again. I’ve taken too much time off from being Mr. Nice guy. Gini Dietrich: Okay, well this shall be interesting. I can’t wait. Chip Griffin: I, and this is, it’s partly for our audience, but it’s really for the overall agency community, particularly PR and marketing, PR and communications generally, even outside the agency world. I’m just, I’ve become kind of wound up lately because I think that the industry as a whole, and perhaps even some of our listeners are not acting swiftly enough to understand just how much the ground is shifting beneath them. Gini Dietrich: Yep. Chip Griffin: And how much serious evolution needs to take place. Really over the next year. I mean, I don’t think, I don’t think we’re on a long-term horizon here. I think that too many have waited to change too long in many ways, and AI is now becoming sort of the, the real trigger point for it, but it’s bigger than that. I think a lot of the, the PR space in general has lagged behind a lot of what’s going on in the business community, and AI is just the fist to the face that’s, that’s gonna separate out the people who are gonna survive. Gini Dietrich: The fist to the face. Wow. All right, then. Chip Griffin: I told you I was a little wound up on this one, so, Gini Dietrich: okay. So everybody’s gonna be punched in the face. Got it. Okay. Chip Griffin: If that’s what it takes to wake up and pay attention. Gini Dietrich: Yeah, no, I, yeah, I totally agree with you. And, you know, I have been gungho on AI for going on four years now. And it’s, it’s my second love for sure. But it is time to pay attention to how it is changing things and what it’s going to do to your business, to your teams, to how you deliver work, all those things. Chip Griffin: I mean, look, a lot of the PR world has been focused in recent years on figuring out how to keep their head above water and survive, and hang on to the old ways of doing things. And this predates the explosion of AI in recent years. Gini Dietrich: Yeah. Chip Griffin: But, what the explosion of AI has done is really, it has drawn the attention of particularly clients to the issue. It has drawn the attention of employees. It, and it is still being ignored. And I think we’ve hit that point where we can no longer ignore it. I think we’re at the point with a lot of these AI tools where they are now both accessible and reliable enough that there’s no reason not to accelerate your pace of change using AI as a tool to get there. And we’ve talked about this before, and I, and I’m not changing my point of view, AI is not the end in itself. The AI is just a way to get there. So don’t mistake what I’m saying here for saying that, you know, you just need to adopt AI for the sake of AI. You still need to find problems to solve first and AI will help you on a lot of them, but you need to be finding those problems. You need to be thinking ahead to what do clients really want from you? What is going to help them to get the results they’re looking for? It can’t be about how do I use AI to make myself a little bit more efficient in what I’m currently doing. Because everything is changing. And we need to be on top of that. Gini Dietrich: I read an article on LinkedIn probably in November, and I’ll see if I can find the link to include in show notes. But it, it was from a chief marketing officer at a Fortune 10 company, and what he said was this: if I were an agency wanting to work with clients in 2026, here are five things I would do. And I can’t remember all of them, but one of them was teach organizations, teach marketing and comms teams how to use AI to be more effective. Implement your process, whatever it happens to be. Because we are no longer relying on our agencies to do the work. We are relying on agencies to teach us what’s coming ’cause we don’t have the time. And that has stuck in my head because I think that’s right. I think that. Yeah, sure, agencies will always, or big companies, will always need arm extra arms and legs to do the work, but that’s not the work that most of us want to be doing. Right? We don’t wanna be writing the social posts and the news releases. We wanna be part of the strategic conversation. We wanna be part of the of helping to move an organization forward. And if we can do that by teaching our clients how to use AI to be more effective, to be more productive, to accelerate their work, and I know everybody’s worried it’s going to replace me, it’s going to, it’s going to reduce our number, our billable hours, whatever happens to be. I think there’s a huge opportunity here for you to reframe how you’re helping clients and using AI to be able to do that. Chip Griffin: Yeah, but I would be very direct with listeners. If you do not change, it will replace you. It will take away. Gini Dietrich: That’s fair. That’s totally fair. Chip Griffin: Your revenue. Gini Dietrich: Yes, it will. I totally agree with you. Yeah. Chip Griffin: So, you know when we say that you know that AI is not gonna destroy your agency, that’s only if you evolve. Gini Dietrich: That’s fair. Chip Griffin: If you keep doing the same thing that you’re doing today, it absolutely will destroy you. I don’t care whether you’re an employee or a business or whatever, if you are an employee and you think that AI isn’t gonna take your job in a year, it is If you don’t evolve, that’s and figure out how to use it for yourself. Gini Dietrich: Yep. That’s totally fair. Chip Griffin: And we need, everybody who’s listening needs to wake up to that fact. It requires a huge mindset shift. Gini Dietrich: Yes. Because AI can write your news releases, it can write your social posts. It can do all of that stuff that Chip Griffin: not only can, Gini Dietrich: we don’t wanna do anyway, Chip Griffin: It should. Yeah. Because it has evolved enough in the last year that the quality is there now. I used to describe AI as an intern. It is moved beyond the intern stage. Yep. It is at a minimum a junior employee, and if you train it well for your organization, it can be even a mid-level employee or perhaps even in some cases more than that. But this training piece is important too, because part of the problem that a lot of people run into in my experience is they, they hop onto the AI tool and they just say, Hey, write this press release on this subject. And I look at it, oh, this is rubbish. It still requires a lot of work. You know what? It absolutely does. The same thing would happen if you hired an employee off the street who knew nothing about you and your clients, and you said, write me a press release. The result would probably be pretty similar to what the AI came up with. Gini Dietrich: Yes. Chip Griffin: But once that employee starts writing more press releases and you start telling ’em, this is the tone of voice we use, this is the style we use, these are the facts we use. You feed more information into it. You explain your preferences. When you’re using these AI tools, you need to just be direct with it. Don’t accept the first response. Explain as you would with an employee what you want done differently. If you do that, it will tailor the outcomes. Even simple stuff. Like I’ve told them, stop showing me damn emojis. I don’t wanna see an emoji in any response because I think it’s wildly unprofessional and I hate them. Gini Dietrich: Yep. Chip Griffin: So guess what? I don’t see them anymore. Gini Dietrich: Yep. Chip Griffin: I’ve asked it to tighten up the spacing on it so that I can see more on a screen. It does that. And that’s even before you start telling it, you know, this is the structure of a paragraph that I like. You start feeding in information. I’ve fed in a thousand articles and transcripts and that sort of stuff into the platforms. It now can speak like me reliably to the point where I don’t know if what it’s giving me is a quote from something I’ve written before or original text that it’s come up with that just speaks so clearly in my voice. Gini Dietrich: I love that it will say, it will give, usually gives me three options. One is like strategic leadership, like C-level blurbs. That with Gini-isms or like smart, funny, witty blurbs. And then I can decide, and usually what I do is I take a combination of the three, but it has gotten to the point where if it actually calls it Gini-isms, that like it knows how I talk, it knows how I write, it knows how I coach, it does it knows all of those things. And it has created an opportunity for me to say, yeah, this probably, we probably shouldn’t have some Gini-isms in this ’cause it’s really professional. Or, we can include more because it’s more me talking to a screen or whatever happens to be. So it’s gotten to that point. It’s, when you train it, it’s very, very good. Chip Griffin: Well, and you can even tailor those recommendations. So one of the things that, that I’ve told it is it’s fine to give me multiple options, but give me your recommendation. Gini Dietrich: Yep. Chip Griffin: And when you do that, don’t give me a whole lot of backup on the alternative. So spend your time explaining why you’re making the recommendation. That’s fine. But then, you know, if it’s, let’s say it’s a title or something like that, you know, give me three or four other options, but it, by default, it tends to explain those three or other four other options. And so now you’re dealing with like a 10 page response, Gini Dietrich: right? Chip Griffin: For what should be something pretty simple. Gini Dietrich: Yes. Chip Griffin: So. I, part of my instructions to my tools are, don’t do that. Give me the alternatives, but just, you know, bullet point them. If I want more information, I’ll ask for it, but it allows it to work more the way that I want it to. And so we all need to do that. We also need to be looking at these tools and understanding that there’s no one size fits all solution. I have people say, well, should I, you know, should I use Claude or Chat GPT or Gemini? The answer is yes. Gini Dietrich: Yes to all of them. Chip Griffin: But they all serve different purposes. Yep. Just like you have different employees who serve different roles, these tools excel in different areas. I mean, Claude is fantastic at writing. I mean, to me, Claude is my head of writing because it can just absolutely nail it, but there’s a lot of things that it doesn’t do quite as well. Gini Dietrich: That’s right. Yep. Chip Griffin: And then I look at something like Gemini, and I love what Gemini does in terms of inferring things from research. So it’s more willing to go out on a limb, and kind of read between the lines of things that it finds to come back with, particularly for competitive intelligence or things like that. You know, deep research. Whereas Perplexity is very good for research where you really wanna make sure it’s accurate and you really wanna be able to cite all the sources, but it will not go out on a limb. So understanding what the strengths of each platform are is useful. And then there’s Chat GPT, which is sort of my, you know, my default choice for just basic stuff, strategy, et cetera. But I’ve also told it, tell me when I should go somewhere else. And so it’s good. It’ll say You should hand this off to Claude now. Gini Dietrich: I love that. Chip Griffin: Because we’ve, I’ve had an actual conversation with Chat GPT about my stack and, and what I think of it and I bounced things around and, you know, refined it. So now it knows how I want to handle certain things. And so it will stop at a certain point and say, now it’s time for you to go here. And that’s really helpful. Gini Dietrich: I love that. I do not do that. I usually move between, but I haven’t had it recommend when to move it. That’s… Chip Griffin: Yeah. I mean, but it could, because it won’t generally by default tell you to do that. But if you, if you explain what you have access to and what you want to use it for, it will tell you when is the right time, and sometimes I’ll pause and say, are you really the right one for this? Or should I be using one or the others? And they’ll say, no. Good point. You know, you should use this one instead for this particular task. Gini Dietrich: I love that. Chip Griffin: And it’s great. I mean, and I’ll, I’ll bring things back and forth like, so when I’m creating a piece of content, I’ll often, you know, ask more of the strategy piece from Chat GPT, because I’ve put more of the strategy stuff into there. Then I’ll go over to Claude to write it, but then I’ll bring it back for feedback. Now the next level is then to automate this with agents with n8n and those kinds of things. And, and so, you know, I’ll play with those things too. But for now, even doing it manually is a huge time saver, Gini Dietrich: huge time saver, Chip Griffin: and still ends up with really high quality content. It’s not, people talk about how AI is helping put out rubbish. And that’s because people are doing it without training. Gini Dietrich: Correct. Chip Griffin: You need to think through how you use these tools to get the results that your clients are looking for and the results that you need as a business. And this is where people are falling down, and this is where a lot more effort needs to go into it. If you want to not just survive but thrive. Gini Dietrich: Yeah, I totally agree with you. And you know, it’s funny ’cause when somebody says to me, oh, I just can’t get it to output what I need, and I’m like, user error. I usually say that because that’s exactly what it is, is you haven’t taken the time to train it. I, and you have to, I, you said earlier, you talk to it like it’s an employee. I do the same thing. Talk to it through like, okay, this isn’t quite right and here’s why. Think about this, this, this, and this. We also need to consider these things. And then it goes. Oh, okay. Goes into thinking mode and then it, it outputs pretty close to, but you have to have a conversation with it. I use this example all the time, but my 12-year-old is obsessed. Obsessed with anime, and she like, no, nothing else exists in her world right now other than anime. And she has created an entirely new ecosystem of anime worlds from her favorite shows using chat GPT. I mean, it’s so good that I’ve actually considered. Finding a, a publisher to have it published as fanfiction because it’s that good. And she doesn’t type into it. She literally has a conversation with Chat. She calls it Gee. And she will say, Gee, I’m thinking about this. I want the guy to do this, and I want the girl to do this. And like she has a whole conversation and it creates this world with her that… it’s fascinating to sit and listen to how she’s using it. So it’s the same kind of thing. Have a conversation with it. You can do it via voice, you can do it, you know, by typing whatever is easiest for you. But have a conversation with it and teach it just like you would an employee. It’s gonna learn faster. It doesn’t sleep, it doesn’t need to eat. It doesn’t need to work out. It doesn’t need to take a break. It doesn’t, it’s not going to pause for meetings. You can have stuff running in the background while you’re doing something else. I mean, it’s the more time you spend training it, just like with a human being, the better it is. Chip Griffin: Yep. And I’m gonna be honest, it’s gonna be, it’s gonna be more work and stress in the short term for you. Gini Dietrich: Sure. Chip Griffin: Yeah. I mean, this is not, Gini Dietrich: mm-hmm. Chip Griffin: You know, this is not a quick fix. It is not. It is not something where there’s some magic formula. You’re gonna have to try to figure out what works for you and for your team. What works for your clients. And the client piece is really where you need to start with this. You need to spend some time thinking about what are your clients really hiring you for? What are they going to need you for 12, 18, 24 months down the road? Then start figuring out how these tools can help you to get there. Because there’s just, there is too much of this “Well, you know, I need to, I need to protect my billing model, and so I need to do value pricing because of AI.” That is not the answer. Although if it were, what you would discover is that, that people are valuing less what you are doing today. So if you’re truly going to follow value pricing, that doesn’t mean that you get more. It means you probably get less for a lot of these things because they realize, you know, that drafting of a press release, I actually can get that out of Claude pretty well. Gini Dietrich: Yep. Yeah. Chip Griffin: Particularly if you feed it in your last three or four years worth of press releases. Gini Dietrich: Yep. Chip Griffin: It’ll be pretty darn good at coming up with them on their own. Gini Dietrich: Yep. Chip Griffin: Probably candidly, in less time that it takes to communicate to your team that they want it. Gini Dietrich: Yep. 100%. Yes. Chip Griffin: Now there will still be companies that are happy to outsource it generally. Gini Dietrich: Sure. Chip Griffin: Right. That’s, that is always going to exist. But the way that they value it from a price standpoint and the other things that they want alongside of it will absolutely change. And you need to be thinking about that. Because AI is not just changing how your business operates, it’s changing how other businesses operate. It’s changing how the media operates. And so it is truly a disruptive force that we need to be thinking about as communicators and as agency folks because it, it upends a lot of what we have done, tactically at least, in recent years and over the decades. It does not upset the outcomes that are being sought after. Gini Dietrich: That’s right. Chip Griffin: From the work that we’re doing. Gini Dietrich: That’s right. Chip Griffin: And, and we lose sight of that for the tactics too often. Gini Dietrich: One of the things that I did is I built an agent, and I call it my co CEO. And as I was building it, I was going through a really rough HR time and so I used it mostly, honestly, just to vent. But it got to know me, and what’s important to me, and my voice, and what things I wanted to be human forward on, and what things I needed to stay professional on. And so I, as I was building it, it was, I was going through that process. Now I can say to it, okay, we’re thinking about doing this. So for instance, a client came to me probably midyear last year and said, Hey, we really want your team to do an audit of all of our brands and where they sit on the PESO model maturity level. And I kind of laughed and said, well, I can tell you right now, they’re all at level zero. And he was like, great, that’s good to know. What’s what takes us from zero to one, one to two, and so on up. And I thought about that for a little bit and I was like, hmm. I don’t have an answer for that. And so I went into my CO CEO and I had a conversation with it. Like, if we were gonna build a maturity model for the PESO model for an enterprise customer, what does that look like? And it probably took two weeks for me to get something that I could go back to him with and feel comfortable and confident with it. But it would’ve taken me two months to do that on my own. So, you know, it helps you think, it helps poke through holes in things. You have an AI that you’re building and I hope it’s okay for me to mention this ’cause I don’t know if it’s available yet, but I got to beta test it and it’s, I put in there that I was looking for. I said, okay, this is where, this is where the business is at the end of 2025. These are our goals for 2026. Here’s what I’d like to do in the next three to five years. Here’s like, I put in all of that information, where are the holes? And it started poking holes into things that I had never even considered. And I was like. Chip, this is really good. It’s just, it’s really, really good. So when you, when you train it, when you teach it what you’re wanting, what your voice is, what you’re trying to achieve, it is going to help you in more ways than one. It’s gonna help you think through problems. It’s gonna help you come up with solutions you didn’t consider. And like I said, it doesn’t need to sleep. So it can work in the background while you’re doing other things. Chip Griffin: Yeah. And there are a lot of these ways that we can innovate for our businesses and that particular example, it is live on the SAGA website now. It’s an AI agent called Sage. Gini Dietrich: It’s awesome and everyone should check it out. Chip Griffin: It’s trained on a huge volume of my both public and private materials that I’ve created over the last eight or nine years, and it does a remarkably good job of mimicking the advice I would give. Is it a hundred percent? One-to-one? No. Yeah, but it’s, it’s pretty darn close to the point where I’ve had a couple of clients now who have tried it and then asked me the same question they asked of Sage, and they got almost exactly the same answer. And, and so that’s how, you know, it’s, it’s working pretty well because I think, as any listener knows, I have some views that are not necessarily exactly in line with every other advisor in the agency space. And so, and in some of those cases, they were pieces of advice that you wouldn’t get if you went somewhere else. So, you know, you can tell that it’s actually using the training materials. And not simply doing a general knowledge search. But these are all things, it does take time. You’ve gotta have the material to provide to it. You need to spend the time with it, as you did in conversing and going back and forth. But the more you go back and forth, the smarter it gets. Gini Dietrich: That’s right. Chip Griffin: And the better it can help you the next time something comes along. Gini Dietrich: That’s right. Chip Griffin: And I think the other thing is that the more you use these tools, the more it forces you to think about some of these things. Because in order to get the most from them, you really have to be very clear about who is your ideal client? What are the services you provide? What is the value you deliver? And so, it’s just like a business plan. I always say that the business plan itself doesn’t really matter, but the process you go through to create it does. The process you go through to train your AI itself is beneficial and helps to get clarity. Because the clearer you are with the AI, the clearer you are with yourself by necessity. And so you need to be thinking about these things. You need to be really thinking about making much more radical change to your business over the next year or two than you probably have previously thought. You really need to be thinking about how not just technology, but client needs will force this change, otherwise you are gonna get left behind. Gini Dietrich: Yeah, I totally agree. And to your point earlier, if you evolve and if you use it, and you’re better, you’re doing a better job of understanding what it is that your clients are willing to pay for, and they’re still willing to do it. They just don’t wanna pay for social posts and news releases. Chip Griffin: That’s right. I mean, there’s a huge opportunity here. There’s a giant threat, Gini Dietrich: huge opportunity, Chip Griffin: and I don’t wanna minimize that, but there’s a huge opportunity. Gini Dietrich: Yep. Chip Griffin: But the key is you actually have to evolve and change. You can’t just play buzzword bingo. Gini Dietrich: Yes, please. Chip Griffin: Just slapping AI on top of something that you deliver that’s not gonna help you. Gini Dietrich: And it’s fun. It’s fun to test it. It’s fun to try it out. So do it. Chip Griffin: Yeah, Gini Dietrich: Do it, do it, do it. Chip Griffin: I mean, but we can’t minimize. It is scary for a lot of people too. I mean, Gini Dietrich: sure, absolutely. Yeah. Chip Griffin: But you’ve gotta, you’ve gotta embrace that fear if you wanna succeed. Gini Dietrich: Yeah. I always say when I have somebody new join the team that’s scared of it, I say, all right, let’s do it. Let’s use it for something personal. So I will say that to you as well. Meal planning, fitness, hobbies. Managing your kids’ meltdowns, whatever it happens to be, just try it for something. Write a poem in a birthday card. Try it for something personal, and I guarantee you, you’ll be hooked. Chip Griffin: I had no idea we’d be getting to poems and birthday cards here today. So I think that’s the note that we’re gonna wrap up this episode on. I’m Chip Griffin. Gini Dietrich: And I’m Gini Dietrich. Chip Griffin: And it depends.

As agency owners settle into 2026, it’s easy to operate on autopilot—chasing the next tactic without reconnecting with what made the business work in the first place. In this episode, Chip and Gini make the case for looking backward before charging forward. Chip admits his first agency started because “consultant” sounded better than “unemployed.” But the real question isn’t just why you started—it’s why you decided to keep building. That motivation should be informing your strategy today. Gini shares how she once believed she wanted a large agency with hundreds of employees and global clients. When she hit 30+ people, she realized she’d built something she didn’t enjoy leading. She was buried in HR issues instead of doing the work that energized her. The Great Recession forced a reset, and she restructured the business around her strengths. Her advice: figure out what brings you joy in the business, and protect time to do more of it. Otherwise, you risk drifting into micromanagement or burnout. The episode also digs into practical growth tactics from the early days that still work. Gini recalls how she built her pipeline by developing relationships with business development leads at large agencies. When prospects came in below their fee threshold, they’d refer the work her way—a principle that remains just as relevant today. Both hosts encourage owners to revisit their “things I’d never do” list from when they started. It’s worth checking whether you’ve quietly drifted into those same patterns over time. Key takeaways Chip Griffin: “Agency owners often ask me, what should I do next? And the answer is very different depending on what you’re trying to accomplish with the business.” Gini Dietrich: “We say this to clients all the time, go back to the basics. It works. And it works for your agency, too.” Chip Griffin: “You need to do what’s right for you. And so, I think that the key to that is really going back to your roots, understanding what motivated you to get started, what drove that success in the early days.” Gini Dietrich: “You want to focus on the things that you are great at, and the things that make you the happiest, and the things that are most motivating to you, because that’s how your business will grow.” Turn ideas into action Write down why you started your agency and what drove your early success. Block 30 minutes to identify patterns from those early days that you could leverage again for growth or business development today. Identify one thing that energizes you most about the work—then carve out time to do more of it. Even if it’s behind the scenes (like strategic brainstorming or quarterly client reviews), injecting that spark back into your role helps prevent burnout. Make a quick list of “things I swore I’d never do” when you started. Check whether you’ve drifted into any of those patterns on inertia—and decide if it’s a learned lesson or a habit worth breaking. Related Do you remember why you started your agency? Why one-size-fits-all advice doesn’t work for agencies View Transcript The following is a computer-generated transcript. Please listen to the audio to confirm accuracy. Chip Griffin: Hello and welcome to another episode of the Agency Leadership Podcast. I’m Chip Griffin. Gini Dietrich: And I am Gini Dietrich. Chip Griffin: And Gini, I’m thinking way, way back, way back decades now to why I started my agency. Gini Dietrich: Oooh. Decades, huh? Chip Griffin: And I can’t remember ’cause I’m too old now, so. No, Gini Dietrich: you can too remember. Chip Griffin: Well, I mean, the honest answer is that I started my first agency was because I was unemployed. And it was better to describe myself as a consultant than unemployed. Yeah. Sure. And then than accidentally started accumulating business. Yeah. But I, but I do think it, it is a helpful exercise for us to go back and, and think about why we started the businesses or, or maybe not, in some cases, like mine, because I was unemployed, is not the greatest explanation. So you know more why did I decide to, to, to build it into an actual business. Gini Dietrich: Why? To keep going. Yeah. I think that’s good, especially as we’re, we’re thinking about starting out the new year and remind ourselves, you know, of the reasons that we started this. Some of us do it because we’re, we’re unemployed. Some of us did it because we found a better, we, we think we had a better way of doing things. Some of us did it because we have a problem with authority. Some of us did it ’cause we’d make terrible employees. I mean, there are lots of different reasons, but I think reaching back into our archives in our brains and thinking about why we did it or why we, I think that you’re right, why we continue to do it is a, is a really good exercise. Chip Griffin: Yeah, I mean, I, and, and I’ve said over and over again over the years that, that I think too many agencies operate on inertia, as opposed to any kind of a, a fundamental strategy. And so, you know, it’s very easy to say as, as I’m sure many people ask you as they do me, well, what’s the, what’s my next step? Here’s where my agency is now, what, what should I do next? And the answer is very different depending on what you’re trying to accomplish with the business. So trying to think back to those early days and what motivated you to start the business. Evaluate it because it, that may have changed, right? You, you may have started it because it served a particular need in the moment, and maybe it’s different today, but thinking about that and thinking about what you really want from the business is usually a better way to come up with strategic decisions than it is to say, well, what do other agencies like mine do when they get to this stage of growth or to this challenge? It’s, you really need to to match it up because otherwise, what’s the point of taking on all of that risk and stress of being a business owner? Gini Dietrich: Yeah. I mean, a really good example of that is I really thought I wanted to build a great big agency with hundreds of employees and, and clients around the globe and all of the, all of the things. And as I started to grow and we got to about 30 ish, 33, 32 people, I realized that’s not what I wanna do. Right. It was not enjoyable. I had built a company that I was not thriving in, that I didn’t enjoy leading. You know, I was dealing mostly with HR issues and not doing the work. And so the, the Great Recession did afford me the opportunity, unfortunately and fortunately to kind of take a step back and, and think about what kind of business do I want to have? And what kind of business do I want to lead? And while we’re back up to that same size, it’s a different structured business that allows me to focus in on the things that I do best and do the things that I enjoy versus HR ’cause that is not something I enjoy at all. Chip Griffin: I, I think I’ve yet to meet an owner who likes, enjoys doing HR or accounting or those sorts of things. Not fun. There are some who do it well. But don’t enjoy it. But I, I don’t think I’ve found any that actually enjoy doing it. So, but, but I think that, you know, as you think back to those early days and you think about what motivated you, it can often help you to figure out, you know, what is, what is that spark that you need in the business for you to either continue enjoying it for a longer period of time or bring back some of that, that joy that you had in those early days. Because I know a lot of agency owners these days are, are frustrated and, you know, trying to figure out how to change things for the better. And I think part of the way you inform yourself of that is by thinking back to those early motivations and figuring out how you can inject more of that into your business today. Gini Dietrich: Mm-hmm. Yeah, I think it’s, I think it’s really important to do that. And I think there, you know, for me personally, I get really passionate and enjoy my job when I’m learning and doing new things. So artificial intelligence, of course, has been a great big thing for me because I’ve really enjoyed learning it and understanding it and implementing it into my business and then taking it to clients. You know, last month we launched the PESO operating system, AI edition, where the AI prompts you instead of you prompting it. So it will say, what are your business objectives? What are you trying to achieve? What are your audiences? What are your messaging? And then it builds a PESO program for you that’s fully integrated versus you saying I need you to act like a marketing director who can, who understands PESO and can build this and this. It’s that. So I like, those are the kinds of things that really get me excited. And building those kinds of things gets me excited and motivated. So it’s, it’s easy because I understand that about myself. It drives my team crazy ’cause they’re like, oh, she’s got something new. Or my, their favorite thing is, I had an idea. And they’re like, oh no, no, not again. But that’s what keeps me, yeah, that’s what keeps me motivated. So finding a way to understand what brings you joy in the business, I think is incredibly important. So that without exhausting your team, of course, but doing it in a way that keeps you motivated and, and not burned out. Chip Griffin: Yeah. One of the things that always used to, to drive my teams nuts was I would say, you know, over the weekend I was playing with this new thing. And, and you could just see the looks on their faces and they’re like, oh, this is a lot more work for me now. Gini Dietrich: This is gonna be fun. Yep. Chip Griffin: This is, yep. Yep. They, they never seemed to appreciate it the way that I had hoped they would when I came to them. Correct. With these, these brilliant brainstorms of mine. Gini Dietrich: Yes. Chip Griffin: I, and I think as, as you know, founders of agencies, most of us come in with some sort of that. Idea that, that we want to be creative or strategic or those kinds of things. And as we end up in more of a management role, we have less and less opportunities to do it. So I, I think that, that rather than giving up on that dream, we need to figure out how we can sprinkle enough of that in there to keep ourselves motivated. We can’t give up the, the management piece. We can’t give up the business development piece. Many of us would like to. But the, the reality is that, unless you’ve built a fairly large agency, you just don’t have the ability to pull yourself out of that, as a solo owner. But it doesn’t mean that you have to give up on those things entirely. You can carve out a piece of time to work on that, and if you are structuring your role in such a way that you’re enjoying what you’re doing, it also means that you’re frankly less likely to be doing the, the, the bad things that founders of businesses can do, which is micromanagement and tinkering with things that you don’t really belong in because you, because you’re not occupying yourself with the things that really motivate you. And instead, you’re continuing to try to do every aspect of the business. And that’s where you start to, to run into team morale problems quite often. Gini Dietrich: Yeah. You know, I think one of the biggest lessons I’ve learned over the years is that, yes, I can do the work, and yes, I can probably do it pretty well, but is it really something that I should be focused on? And if not, is it something that I can pay an expert to do because in the long run, it’ll cost me less money, less time, less resources, all of the things. And I know as small agency owners, it’s really hard to say, gosh, I’m gonna have to spend $2000 or $3,000 a month on an expert. When in fact it might save you, you know, 15 or 20 grand on the backend. So I think you have to think about these things as investments in your business and investments in your time so that you can focus on the things that, that you are great at and the things that make you the happiest and the things that are most motivating to you, because that’s how your business will grow. Chip Griffin: Absolutely. And if, if that happens to be being creative and strategic, then, then you can, you shouldn’t be doing it day to day in all likelihood for clients. Sure. But you should find ways to do it either as part of, you know, quarterly or annual client reviews. Or internal brainstorming sessions that you’re engaging in. There’s a lot of things you can do behind the scenes to be useful and, and to, to exercise those muscles in a way that that gives you satisfaction. But doesn’t put you on the front lines so that you’re, you know, now the, the one that the, the client decides they’re gonna call every time they’ve got an issue. Because that, that ends up eating up a lot of your time in a way that probably you’re not going to enjoy. So sometimes it’s doing things behind the scenes that gets you the, the most value, or doing annual in person with the client. But they understand it’s special that you’re here, this is not. Mm-hmm. Mm-hmm. This is not something they can or should expect every week. Gini Dietrich: Yeah. You know, I, I know I’ve talked about this before on the podcast, but we do quarterly planning with our clients. We do a quarterly look back, and then we, you know, say, okay, based on metrics and data and all that and your priorities, here’s what we’re suggesting for quarter two or in the next quarter. And that has afforded many opportunities. A, for me to, to work in my where I’m, where I’m strong, but it also almost always gets us more money. So when you’re, when agency owners are like, oh, should I do a cost of living raise every year? Should I increase by 10 or 15% every year? That kind of goes away because you are getting new projects every quarter based on the the plan and the strategic strategy and creativity that you’re providing to the clients every quarter, because they’re like, oh gosh, yeah, we should actually do that. And some, and sometimes they’ll say, we don’t have extra budget. Can we move some things around? Which is okay, but most of the time they’ll say, you know, we, we have a little extra budget. Let’s focus on doing that. We have to launch a new website. Here’s some extra budget for that. We have to do a series of webinars to maintain our CEUs. Let’s here’s a little extra budget for that. So there are things and opportunities for you to, for lack of a better term, term upsell when you’re doing these quarterly meetings versus waiting for the annual. Chip Griffin: Yeah. And, and so, you know, finding a way to, to inject yourself in those things is a valuable exercise. Absolutely. From that, look back to the early days. But the other thing that that can be helpful in looking back to your early days of your agency is, you know, what helps drive your early success? Because a lot of times when we’re trying to find solutions to our current growth issues, we can find clues in some of those early days and mm-hmm. A lot of that, you know, in the early days of, of most agencies, it may be that low hanging fruit from personal networks and things like that. But there are usually other patterns that you might be able to see there that might help you to understand what are, what are the basics that you need to go back to? How do you, how do you employ some of those rather than, than focusing on, you know, all of the fancy new things that you see, you know, some, you know, genius podcast hosts talking about as far as how to grow an agency and instead say, Hey, this is what worked for me. Yep. Because you may find something that works again today. Gini Dietrich: Yeah, absolutely. I mean, we say this to clients all the time, but going back to the basics. It works. And it works for you too, so absolutely you should think about those kinds of things. Chip Griffin: Yeah. I mean, you didn’t get here by accident. Well, maybe you got, maybe it’s a little bit of an accident sometimes that happens. Maybe, yeah. Some of it. But, if you’ve had any longevity at all, even a few years of longevity as an agency owner, there are patterns that you can find usually that started in those early days. That you can lean into for understanding and rather than trying to do something wild and different, focus on the things that you know, you’ve proved can work for your business. Gini Dietrich: Yeah. One of the things, if I were to dig back into the archives, one of the things that worked extremely well for us is I had developed relationships with people who did business development at the large agencies, and what I found is that if they had an RFP or a current client or a prospect come in and say, we only have a quarter of a million dollars to spend. They’re not even gonna look at that. And so they started just referring that business to us, which is how I grew the business. Mm-hmm. So if I think about that now, how could we replicate that kind of, you know, pipeline development? It was extremely effective. And I, I gift that to all the listeners too. Like there are larger agencies in all of your cities that they have a certain threshold, and if any something comes in below that, they are happy to refer business. So there is, there is one way for you to start thinking about how am I going to, you know, keep myself motivated? How am I gonna keep my pipeline full? How am I gonna keep cash coming in? That’s one of the things that you can think about. Chip Griffin: Yeah, and thinking those things through. I mean, sometimes it’s not a one for one where you did exactly the same way you did it originally, but you take that nugget of an idea. And you know, things like, finding other people who can refer you business that’s not quite a fit for, for them, but might be for you. It’s a good reminder to be out there and having conversations with your peers. With people even that you might perceive sometimes as competitors, because there are often opportunities. In the work that I do with agencies, it’s not uncommon for some of the other consultants in the space to refer clients to me that are a better fit for my background and the kinds of agencies that I work with and vice versa. Because you know, we all have our specialties. And as an agency you have your specialties, so it is very common for many agencies to have grown this way. So certainly something to be looking at today, particularly if you’re struggling to find that new business in 2026. Gini Dietrich: Yeah, I think I really love the advice of thinking back to how you got to where you are and some of the things that you did, and going back to basics a little bit, because those are the things that are going to continue to work. And to your point, maybe tweak a little bit to make a more, be more effective in ’26. Chip Griffin: I mean, it also puts you in the right mindset, I think, because if you’re thinking back to those early stages, that tends to be when many agencies have the most growth, when things are most exciting. And so if you can try to bring back even a sprinkling of that, that can be really helpful. Particularly when times are tougher, or you’re looking for the inspiration to take things to the next level or whatever challenge you may be facing today, those lessons can be extremely valuable and also motivating at the same time. Gini Dietrich: Absolutely. Yeah. I used to, I used to get mad at companies that would hire big PR firms for like brand awareness and, you know, sending news releases and they didn’t get any coverage. They didn’t get any results. And I would get, I would get angry and I would call the company and be like, you’re so stupid. I would never do that today. But I had such a, I was just so naive and passionate about what we were doing, that it didn’t bother me to call and be like, we can do this significantly better for you. And in some cases they laughed and hung up on me. And in some cases, like we became agency of record. Like we took AOR away from Fleischman Hillard one year from a big, big company with a big, big company. And it was because I made a phone call where I was like, I can’t believe that you’re spending this kind of money and getting these kinds, these lackluster results. They were like, all right, let’s listen. I don’t think I would do that today, but it worked. Chip Griffin: Right. But, thinking back to those things can help you do two things. One is to think some of the positive things that you can do or the affirmative steps, right. That you can take. But the, but sometimes looking back to, to how you got started can also be reminders not to do certain things. Gini Dietrich: Sure, sure. Chip Griffin: So, particularly if you’ve started an agency and maybe you worked at an agency previously when you started, you probably had this laundry list of things. I would never do these things as an agency. And I, I think back to my first agency and some of the agencies that I had worked with previously, you know, did a lot of what I felt was nickel and diming of you in terms of back in the day charging you for faxes and photocopies. Sure. Yes. And all sorts of little expenses. And so, you know, I was committed back then to making sure that my invoices were always clean and simple and fixed, and I just worked in the cost of all of these things. Into my total cost of doing business so that I never had to aggravate a client. Fast forward to today. If I found myself doing that, I, by looking back, I would say, wait a minute. Let me think about that. Am I, am I being true to what my vision was of the business? And if not, is that because I’ve actually learned something and it does make sense to do what I thought was wrong back then. Because I mean, you can learn and grow. There’s nothing wrong with that. Sure. Or have you just fallen into the trap because you walked around and you saw other people doing it. So you said, well, I’m gonna start charging for faxes too. And if you’re charging for faxes in 2026, by the way, Gini Dietrich: we have a problem, but Chip Griffin: we have a huge problem because, what the heck are you using that fax machine for? Let alone that you’re charging for it. And by the way, where did you find a fax machine? Because I haven’t seen a fax machine in person in a really long time, except maybe like at the back of a doctor’s office. The, you know, Gini Dietrich: the bank and the doctor’s office. Yeah, I think that’s it. Chip Griffin: Well, I haven’t, I don’t, I kind, I haven’t been inside a bank in a long time, but Gini Dietrich: yeah, Chip Griffin: everything’s, everything’s electronic now. Gini Dietrich: Yeah. There’s no need for that. Chip Griffin: But yeah, think, think back to those, those motivations that you may have had that rather than I want to do this, it was, I never want to be the kind of agency that does this. Because it, it is really so easy to fall down those rabbit holes over time without even realizing that you’re just, you’re doing the same things that, that you didn’t ever want to see when you started your business. Gini Dietrich: Yeah. And I think it’s so easy to sit on social media, and you’ll get served ads from experts who say this is the way that you should do things. And in some cases it might work. And in some cases you might be like, there’s no way. And I think it’s really easy to listen to somebody and say, yeah, but we went from $3 million in debt to making $3 million a day, like, you know, these wild claims. And then you kind of get sucked into that. I think if you’re really true to who you are and what kind of agency you want to build, that’s going to enable you to say, this just doesn’t feel right to me. I’m not, I’m just gonna… great if he’s really making $3 million a day, I need to just bypass this one. Chip Griffin: Because you need to do what’s right for you. And so, I think that the key to that is, is really going back to your roots, understanding what motivated you to get started, what drove that success in the early days. And by understanding the, the early months or years of your agency, the more that you can inform some of the decisions that you’re making going forward one way or the other. Gini Dietrich: Absolutely. Absolutely. Yeah. Think about it. It’s a good way to start ’26. Chip Griffin: Nice positive way. We, we managed to get through an episode here without beating up on our listeners. We didn’t start the year on a negative note, did we? We started positive. We did. Think about, we think about what has worked for you previously. Yes. And do more of that. Do more. So we will do more of this on a future episode of the Agency Leadership Podcast. But in the meantime, I’m Chip Griffin. Gini Dietrich: I’m Gini Dietrich. Chip Griffin: And it depends.

In this episode, Chip and Gini discuss the complexities of hiring in growing agencies. They highlight the challenges of finding skilled, reliable employees who align with agency values. Sharing personal experiences, Gini explains the pitfalls of hasty hiring and the benefits of thorough vetting and cultural fit. They stress the importance of a structured hiring process, including clear job roles, career paths, and appropriate compensation. They also underscore the value of meaningful interviews, proper candidate evaluations, and treating the hiring process as the start of a long-term relationship. Lastly, Chip and Gini emphasize learning from past mistakes to improve hiring effectiveness and employee retention. Key takeaways Chip Griffin: “When we talk about retaining employees, it goes back to how the interviews went.” Gini Dietrich: “You’re gonna be working with this person eight hours a day. You should have a real meaningful conversation with them. Don’t ask if you were a tree, what kind of tree would you be?” Chip Griffin: “If you’re going to have members of your team interviewing, you need to make sure that you’re educating them on how to do it well. And how to do it without causing problems.” Gini Dietrich: “They say, hire slowly and fire fast for a reason, because you have to be really meticulous about who you hire. So that they do last. So they are a culture fit, so they don’t miss deadlines, so that they are getting the work done that you need done.” Related How to onboard new agency employees Get over your fear of hiring employees Hiring the best employees for your agency How to hire agency employees Setting honest expectations for your agency employees from the start Focus on agency employee retention View Transcript The following is a computer-generated transcript. Please listen to the audio to confirm accuracy. Chip Griffin: Hello, and welcome to another episode of the Agency Leadership Podcast. I’m Chip Griffin. Gini Dietrich: And I’m Gini Dietrich. Chip Griffin: And Gini, a few weeks ago, I think I fired you. Today, you’re hired, Gini Dietrich: You keep playing with my emotions. I don’t know how to do this anymore. I’m fired. I don’t get paid. Now you’re rehiring me. I don’t know what to do. Chip Griffin: Yeah, it’s difficult. Anyway. It is what it is. But no, we are gonna talk about hiring today because we are, you know, we can’t just talk about all the bad things. So, we’ll, we’ll spend some time talking about something that is overall more positive. Because if we’re hiring, hopefully that means that we are growing, or at least we have the need for additional resources, even if it’s replacing someone who has left. But it is something that is very challenging, so it can create its own problems along the way if you don’t do it right. So this is, something that comes from one of our favorite topic inspiration sources. Reddit. I know it’s a place that you live and breathe. Gini Dietrich: And by favorite, we’re using quotes “favorite”, scares the crap outta me. But ok. Chip Griffin: You are on Reddit all day every day. Just kind of combing around to see what conversations you can jump into. But this is one that was on there, probably a while ago honestly, it’s in our topic document. We didn’t date it, so I, I can’t tell you how long ago it was, but, what it says is, hiring the right people is harder than it looks. Finding skilled, reliable people who align with your values is a challenge. Early on, I rushed hires and paid for it in missed deadlines and miscommunication. Now I take more time to vet people and focus on cultural fit as much as skills. So I thought it would be helpful for us to have a conversation around how we approach the hiring process. How do we find the right fits? How do we vet those fits? And how do we frankly think about going from hiring them to, to beginning to on onboard them. We’re not gonna talk about the full onboarding process, but just sort of, you know, that, that evolution of saying, Hey, I need this role. Where do we go from there? Gini Dietrich: Yeah, it’s, it’s funny you say that this is our topic today. ’cause just the other day I was thinking about some of the very early hires I made that didn’t work out. And all of the mistakes I made in, in hiring them. And I will say that one of the biggest mistakes that I make is I meet somebody online who has the right skillset from a paper perspective, resume perspective, and I just hire them. I’m like, oh yeah, you, you look like you can do the job. And we may have a conversation, but there’s no, like, thought about it. There’s no interviewing for skills. It’s more just like a, a conversation to see if we, we might be able to work together. And every time I have done that, it has not worked out. So earlier this year I hired a chief learning officer to help with like certification and, you know, all the professional development things we do on the PESO model front. And about three or four months in, we both realized that, that that while she can do that job and she’s great at that job, she would be more valuable as a chief operating officer. So we switched her over. And let me tell you, being professionalized on the hiring front is phenomenal. I mean, she has set up interview guides, so like if you are an assistant account executive, and this would be somebody that you report to maybe two or three levels up, and we’re having you interview, you have a set of questions. If you’re the direct report, you have a set of questions. So we, like, she’s created all this. She’s created salary bands and like, you know, a career path for everybody where from where they start and she’s done, she’s done it in such a way that it isn’t bloat, but it’s just kind of professionalized the way that we do things. And you don’t have to hire a chief operating officer to do this, like I know you, you like to talk. Patrick is your go-to person from an HR perspective, someone like Patrick can help create these things so that you can professionalize it because as they say, hire slowly and fire fast. That quote is there for a reason, because you have to be really meticulous about who you hire. So that they do last. So they are a culture fit, so they don’t miss deadlines so that they are getting the, the work done that you need done and you’re not being, like, I have been in, in the last 20 years of just hiring people I like. Chip Griffin: Yeah. And, and I, I mean, I think that, you know, you’ve touched on some important things here and, and you do have to have some sort of a process in place. It doesn’t need to turn you do into a bureaucratic circus, Gini Dietrich: You do, right. Chip Griffin: But at the same time, you need to have a process. And, and it really, to me, starts with being clear about what it is that you need. And who it is that you’re trying to hire. And, and too often when we’re trying to hire, it’s either because someone has left or because we’ve got a new client. And so our, our mindset is we need to get someone in here quick because we’ve gotta relieve this pain and this pressure. But that often leads to some of those bad decisions because you’re not really evaluating. Not even just the individual, but the role. Mm-hmm. And you need to think through, you know, what do you actually need at any given point in time? And it’s one of the reasons why I am a very strong advocate of only hiring, particularly in small agencies, only hiring one person at a time, one role at a time. Gini Dietrich: Yes. Yes. Chip Griffin: Because every time you add someone new to the mix, it changes a little bit what you think you might need in the next one. And if you hire two people simultaneously, it increases the odds that you don’t actually have the right mix of talent on board. So you’ve gotta be crystal clear with yourself about what you’re looking for, but to your point, you also need to have a process in place that helps to understand what are our salary bands, what are our titles? How does this fit in? What is their growth path? Because those are questions you will get during the interview process. And if you’re not clear about those things going in, you will either overpay or underpay or assign the wrong title. Or frankly, get the wrong person because you’re not thinking about it in the big picture. So put the thought process in upfront, and that is the, to me, the first step in making sure that you make as good a decision as possible. Accepting that frankly, a lot of hiring decisions are gonna be wrong. Right? Even of course, even, even the, of course, even the best organizations, of course with the, with robust HR teams and, and talent evaluation, they still have a lot of misfires, so you can’t beat yourself up over those. But you’ve gotta increase your odds by having the right thought process and structural process in place. Gini Dietrich: One of the things that, you know, early on I would do when I didn’t have a team who could interview people, I would ask my business coach, or I would ask, you know, friends that were in the industry, other agency owners, if they would participate in some interviewing, just to kind of get me out of the Gosh, I really like this person. I think we’ll work well together. And, rather than, gosh, I really like this person and I think they can do the job right. So just having different outside perspective helped me when I didn’t have a team that could also do the interviewing. So I think, you know, doing that kind of stuff too helps. And I also think that, you know, I, one of the biggest mistakes, and you touched on this that I’ve made, is not having that career path or clear career path. Because people come to work and even though you’re an entrepreneur and you’re the agency owner, and you kind of know in your head how things work, they need to know that because this is their career that you’re talking about. So they need to know that if I wanna be promoted in 6 months, or 12 months or 18 months or whatever it happens to be, these are the things that I need to achieve so that they’re working towards something, not waiting for the annual review and saying, am I up for a promotion? What does that look like? Do I get a raise? Like, so having those kinds of things I think is incredibly important upfront so that you know, this is what we expect, this is how you’ll get to the next step, and you can be very clear about that. Chip Griffin: Yeah, because it, it is a question that you absolutely will get. I’ve done a lot of interviews over the years. I continue to, to do interviews for clients, and I can tell you that you get a lot of those kinds of questions where people want to understand what their career path is. The other one they ask a lot is, what does a typical day look like? Gini Dietrich: Mm-hmm. Chip Griffin: You’ve gotta have the answers for those questions as best you can, and, and you need to be honest with them where you don’t know. So don’t, don’t, you know, blow smoke and, and Gini Dietrich: Right. Chip Griffin: You know, give them an answer if you don’t have one. If, if the honest answer is, I don’t know. Tell them that, but then also explain how you think about it or how you would go about it, or the kinds of things that, that might be included so that you can paint some kind of a picture there. Because it’s, it is important for people to evaluate it. And frankly, we look at these things as, as evaluating the talent for us. But they’re also evaluating us. Gini Dietrich: Absolutely. Chip Griffin: And, and so you also need to make sure that in the process you’re giving them plenty of time to ask questions. In fact, I usually start by letting them ask questions for two reasons. One is because it helps them to get the information that they need to evaluate it. But second, you learn as much from the questions they ask as anything else. And to me, a red flag is when they have no questions at all. Gini Dietrich: No questions. Yeah. Chip Griffin: Because if they have no questions at all, it probably means they did no research. They’re probably not all that interested. They’re just trying to get a job of some kind. It doesn’t, it doesn’t mean necessarily that they’re a bad fit. Some people just freeze up because they’re, you know, that’s, that’s not a traditional approach to interviews. To start by saying, what questions do you have of me? Right. By the way, introduce yourself first. Talk a little bit about the business and the role. I mean, don’t just, you know, say hello. What questions do you have? Gini Dietrich: Hello. What do you have? What questions can I answer? Chip Griffin: But, but honestly, I, I almost always will ask people what questions they have before I ask my first question. We just do the intros and then start with that, because you learn from that. And it, it also helps them get onto a more comfortable spot. And so you can steer the, the conversation, I think, more effectively that way. Gini Dietrich: One of my biggest pet peeves is, you know, now that we have a, a team who does the interviews, if the candidate gets to me, that means they’re one of the finalists, right? And I will say, what questions do you have of me? And they will say, and this happens more often than not. Well, I kind of already asked my all my other question, my questions from everybody else. So ask them again. Right? Make sure you get the same answer like. Right. Yeah, because that will, as I know we’re not talking, we’re not talking to candidates right now, but that will tell you as much if there’s, the answers are different than anything else. So that is also a red flag. Which brings me to, we actually created a list of red flags, and we’re going through the A process right now ’cause we’re hiring and our HR director is doing pre-screens, phone screens, and one of the red flags is Are you able to work with within bureaucracy and lots of change and indecisiveness and you know. And one, one of the people that’s interviewing said, I just don’t like bureaucracy. I don’t like lots of change. I don’t like indecisiveness, I’m not. And she was like, no, like, because we have our list of red flags. So it’s, it’s an easy way also to sort of get yourself out of the, gosh, I really like this person. I’d like to work with them. If you have that list of red flags that you will allow you to objectively say, probably not the right fit for this job. Chip Griffin: Yeah. And, and the more that you do of this, the more easily you can come up with those things that just, that it, they’re the indication that this may not be the best fit. Yeah. And I always encourage probing just to make sure that, and I prefer to think of ’em as orange flags rather than red flags most of the time. Because most of the time it’s more the accumulation of those things than, than a single one that Gini Dietrich: fair, fair, Chip Griffin: that says, okay, no, this isn’t the right fit. But I also like to probe. And so, you know, in an example like that, I might say, well, well why does that bother you? Why is that a problem? And just kind of see, Gini Dietrich: yeah. Chip Griffin: You know, what their, what their root thinking is, because I mean, chances are it’s not gonna change anything, but it’s always interesting to find out why. I think the other thing, and, and you touched on this in, in, you know, having a, a, an interview guide and all of that, if you’re going to have members of your team interviewing, you need to make sure that you’re educating them on how to do it well. And how to do it without causing problems. Gini Dietrich: Yes. Chip Griffin: And I think I’ve shared this on the podcast before. Yes. But I have seen so many egregious questions in interviews Gini Dietrich: Yes. Chip Griffin: Over the years that create substantial legal and regulatory issues. Gini Dietrich: Yes. Chip Griffin: Please, please, please train your juniors. Frankly, some of you probably need some training yourselves. Gini Dietrich: Yes. Chip Griffin: On how to do this, Gini Dietrich: I was just gonna say yes. Yes. Chip Griffin: In a way that’s not causing problems. Yes. Because the, I mean, the questions that I’ve seen asked in interviews are just off the charts and, and, and so blatantly inappropriate. Gini Dietrich: Do you have some examples? Chip Griffin: Focus on, and, and, and the other thing is focus on questions that, that actually might reveal something that’s useful to you. Gini Dietrich: Yeah. Chip Griffin: You are not, this is not Google. You’re not out there trying to ask, you know, weird mind game questions. Ask straightforward questions. I, I mean, ’cause the other thing Gini Dietrich: if you were a tree, what kind of tree would you be? Chip Griffin: Yeah, I mean, in addition to the inappropriate questions, you just get these dumb ones, right? Where someone, someone read an article and they’re like, oh, you learn so much if you ask, what kind of tree would you be? Really, you just look crazy as an interviewer. Gini Dietrich: Yeah. Chip Griffin: You’ll look like you’ve lost your mind. Gini Dietrich: Yeah. Chip Griffin: Just don’t do it. Have a real conversation. Treat them like a professional. Treat them with respect. Treat them like you would a prospect. Don’t sit there and, and try to play gotcha games. It’s not a quiz show. It’s not. If you want to go on a quiz show and, and you wanna run your own quiz show, fine. Do that. Your interview subjects, that’s not what it’s for. Don’t ask them in Google Analytics, where do you go to do this? Come on, seriously, just knock it off. Gini Dietrich: That’s funny. Chip Griffin: And if you’re gonna, if you’re gonna try to apply tests to people, you gotta pay them. Gini Dietrich: I totally 100% agree with that. Chip Griffin: But you can’t, Gini Dietrich: yes. Chip Griffin: You can’t say, I need you to write a plan for me. Gini Dietrich: No. Chip Griffin: Or write a press release or something like that. Mm-hmm. Mm-hmm. Particularly if it’s for an actual client you have Correct. And you might actually use it. That’s just wrong. That’s, and I see that way too often. Gini Dietrich: Yeah. Chip Griffin: Where someone says, well, I need to evaluate you. I need you to, to do this. On the technical side, I’ve seen people ask to be written to write all sorts of code. Why? Gini Dietrich: Bad idea. I, you know what, actually Reddit is full of, of those like, so I’m interviewing for this job and they asked me to put together a 12 month plan complete with deck and strategy and blah, blah, blah. Is that normal? And I’m always like, no? Chip Griffin: No, Gini Dietrich: don’t do it. I understand the hiring market is tough right now, but no. Chip Griffin: It’s just bizarre. I mean, honestly, I, I would be suspicious of anybody who could put together that kind of a plan based on, you know, 10 minutes of conversation. Gini Dietrich: Right, right, right. Chip Griffin: I mean, and that’s the other thing. You have to be realistic about what kinds of answers you can get from people in these short windows of time. And so it really is… it’s not necessarily about whether you like them, but it’s, it’s trying to get to understand how they think, how they approach things. You can get those big picture senses off of these conversations, but the, the more granular you get with your question, the less likely it is to be a reliable indicator. Gini Dietrich: Yeah. Chip Griffin: And, and you need to, to again, treat it like a real conversation. So to the extent you have interview guides. Please use them. Just look through them and, and use it as, as a, a general format for the questions you might ask. Please do not do as, as. When I used to advise members of Congress and I prepared questions for them for hearings. Some of them would sit there and ask question one, question two, question three. They wouldn’t even listen to what the, the answer was from the witness at the hearing. They wouldn’t listen to what their colleagues had asked. So I, there were any number of situations where a member would read my question. The member previous to them had asked the exact same question, but they weren’t bothering to listen. Or they asked question one, and they move immediately to question number two, even though the person actually answered question number two as part of their response to question number one. Use your brain. Have a meaningful conversation. Do not walk through your, these are the 10 questions I always ask on interviews and just march through them Gini Dietrich: right Chip Griffin: in forced order. That doesn’t make any sense. You, you need to, to have a real meaningful conversation with someone if you wanna evaluate them properly. Gini Dietrich: Yeah. You’re gonna be working with this person eight hours a day. You should have a real meaningful conversation with them. This, that’s ludicrous. Chip Griffin: Alright, so you, so we’ve, we’ve figured out what we need. We’ve done the interviews. So now how do we pick, we, you know, we’ve got, I mean, let’s say we’ve got a couple of finalists. They’re both in our view, viable finalists. They’re, they’re, they both could do the job. What do you weigh most heavily when you’re evaluating one versus the other? How, how do you make that difficult decision? Gini Dietrich: I’m the wrong person to ask that question ’cause it is based on whether or not I like you and that’s probably not the right response. Chip Griffin: I mean the, there has to be an element of that, particularly in a small agency. Right. You know, you Yeah. If you just, if if you, if you don’t get the right vibe off of someone and you’re like, ah, this just doesn’t… listen to yourself. Gini Dietrich: Yeah. Chip Griffin: Right. If, if you don’t enjoy having the conversations with that person during the interview process, Gini Dietrich: it’s not gonna get better. Chip Griffin: And maybe you say, well, but they’re, they have all the skills. They have all the connections. They know what they’re doing. Oh, it’d make my life so easy. Listen to yourself there. And that doesn’t mean that you have to have that, you know, you need to hire people that you want to go out and have a beer with after work or something like that. But, you know, you’ve gotta feel like, I could talk to this person Gini Dietrich: Yeah. Chip Griffin: An hour or two a day and I, I wouldn’t lose my mind. Gini Dietrich: Yeah. Chip Griffin: Don’t ever say they’ve got so much talent. I’m gonna ignore that. Gini Dietrich: Yeah. Never, because I, the way I think about it is, and the same thing with clients, I would say it will, it gets to the point that I’m gonna end up canceling meetings with this person or with this client. If the answer is yes, then it’s not the right fit. Chip Griffin: Yeah. I mean, and, and the flip side is true too. Going to your point very early in this conversation, if you, if you are enjoying your conversation with that person, don’t overlook the fact that they don’t actually have the skills Yeah. That match up. Mm-hmm. Or, you know, they are under, it will bite you, underqualified or overqualified for the role. They still need to be a fit for the role. No matter how much you enjoy uhhuh your conversations with them or how smart you think they are, Uhhuh, that they may be a good fit for your organization at some point in some role, but it may not be the one you’re hiring for now. Mm-hmm. So make sure that you’re clear with yourself and don’t talk yourself into something. I, I see this a lot where people will get through the hiring process and they find someone that they really like and they’re like, well, they’re not really a fit for this role, but I could see them doing this or that. It’s okay to be flexible, but make sure that whatever this or that is, is really something you need. And you’re not talking yourself into an additional expenditure or putting yourself in a position where, yes, you’ve got that person, but now you still have to hire for this other role. You, you may make things more difficult for yourself in that. So make sure that you’re always going back to what did you say you needed? And if we’re deviating from that, why? And is it, is it a sound business case for making that decision? Gini Dietrich: Yeah, absolutely. Learn from me. Don’t make those mistakes. It costs a lot of time, a lot of money, and a lot of angst. It burns, some bridges. Learn from me. Chip Griffin: And, and also throughout the interview process, and I think we’ve talked about this on the, the show in the past before start thinking about those interview conversations, the hiring conversation where you’re making the offer. Think about all of those as part of the onboarding process. Because it really is a seamless transition or should be a seamless transition into the onboarding and ultimately retention. I mean, when, when we talk about retaining employees, it goes back to how the interviews went. Absolutely. The questions you asked, the way you handled yourself, all of that impacts things that will happen 6, 12, 18 months down the road or even more. Yeah. And so you need to be mindful of that and thinking about how would this person perceive the questions we ask, the process we follow, are we frankly canceling a lot of times on them during the interview process. You need to treat them with respect, if you want to be treated with respect, if you want to build a lasting relationship. So think about all of that at every step of the hiring process, from that first interview, to the last interview, to the offer, et cetera. Gini Dietrich: Absolutely, yes. It’s very, very, very important for you to be organized and prepared. Hire slowly. Those will be the things that save you from a hiring perspective. And like I said, learn from me and don’t always hire just people you like. Chip Griffin: There you go. But don’t hire people you dislike either. Gini Dietrich: So well, sure. But they also have to have the skills to do a good job. Chip Griffin: All right, well I guess with that, we’ll let you keep your job for now, so Gini Dietrich: Well thanks. Thanks. I appreciate it. Chip Griffin: On that note, we will draw this episode to a close. I’m Chip Griffin. Gini Dietrich: I’m Gini Dietrich, Chip Griffin: and it depends.

In this episode, Chip and Gini discuss the growing concerns surrounding AI in the agency world. They highlight the irrational fears and cyclical nature of technological disruptions, drawing comparisons to social media and content marketing trends of the past. The hosts argue against the notion that agencies should discount services due to AI efficiencies, emphasizing that AI should be seen as a tool to enhance productivity and strategic value rather than a cost-cutting measure. They stress that agencies should focus on delivering more value and maintaining regular client communication instead of simply protecting existing revenue. The discussion also touches on the importance of transparency in AI use without oversharing minute details. Finally, they underscore the benefit of quarterly planning to align agency efforts with client business goals, thus fostering stronger client relationships and ensuring mutual success. Key takeaways Chip Griffin: “Take ourselves out of the mindset that the AI is coming in and so we need to protect what we have. Instead, we should be thinking about how can we elevate, how can we produce more and better results for our clients?” Gini Dietrich: “Just because you’re faster at some mundane, laborious task does not mean that you should reduce your fees.” Chip Griffin: “Getting into the nitty gritty of your AI usage is sort of like explaining to a client whether you’re using a landline or a mobile phone to reach out to reporters. It doesn’t matter.” Gini Dietrich: “The strategy stays the same. The best practices stay the same. The tools have changed and the tools continue to change.” Related AI should be your agency’s friend, not foe Agencies succeed through consistency and evolution Setting AI policies for your agency View Transcript The following is a computer-generated transcript. Please listen to the audio to confirm accuracy. Chip Griffin: Hello, and welcome to another episode of the Agency Leadership Podcast. I’m Chip Griffin. Gini Dietrich: And I am Gini Dietrich. Chip Griffin: And Gini I, I think that AI is making people crazy. They’re losing their minds and acting irrationally. Gini Dietrich: Yes, yes. I completely agree. Some of the stuff I see online, I’m like, you guys, Chip Griffin: take a deep breath. Gini Dietrich: Breath, everyone. Take a deep breath. Stop clutching your pearls. It’s okay. Chip Griffin: Well, maybe the AI really has become sentinent and – sentient – and the, the robot overlords are doing this intentionally to make us go crazy and eat each other alive. Gini Dietrich: Maybe, maybe. Although this happened with social media, it happened with content marketing. It happened with blogging. Here we are with AI. Everybody’s freaking out. Like, this is cyclical. Everyone’s gonna calm down. It will be okay. Chip Griffin: I don’t know if they’ll calm down, but eventually they’ll, they’ll come to the realization that perhaps it isn’t what they thought it, it was, and that it is, it is important. It is useful. It is valuable. It is not something that upends absolutely everything we do every moment of the day and we need to orbit around it. I mean, it just, it really does remind me of those early days of social media where, you know, you’d see these, these articles and posts about, oh my God, CEOs, they need to be blogging and they need to be blogging every day. And I don’t care how big your company is, the CEO needs to write those blog posts themselves. Ghost writing is an evil thing and we shall not do it. And if we do have it ghost written, we must disclose on that blog post or article that this was ghost written and not actually written by the CEO. Because we all believe that CEOs write their own darn stuff. Gini Dietrich: Yes. Yes. That’s why I say it’s all cyclical. Everyone calmed down. It’s going to be okay. That said, I happened upon the LinkedIn post by a second connection, who’s a chief marketing officer, and it essentially said, I’m trying to figure out how to manage my agencies who are using AI and how to ask what kind of discount and how to ask for a discount, because I know they’re using AI. and I was just like, there is no discount because you’re, they’re using AI. They’re able to focus on other things because of that, and they’re able to be more strategic in some areas because of it, but they, they should not be giving you a discount, just like the surgeon doesn’t give you a discount. Because the imaging is faster. You shouldn’t like the same. You’re not. Just because you’re faster at some mundane, laborious task does not mean that you should reduce your fees ever. Drives me freaking nuts. Chip Griffin: Yep. And I would absolutely agree with that, with the asterisk that if, for example, you are being hired to do writing and the AI does all the writing and you don’t edit and you don’t do anything else, and so you know you’re spending 10 minutes on it instead of 10 hours. You absolutely should be either figuring out how you can do more for the client, correct. Or you should be reducing your rates. Yes. Because it is, you know, I love all the talk about, you know, value-based pricing, which we talk about all the time, and certainly there are a lot of people who say, well, it doesn’t matter if I use AI to do it. They’re getting the same value out of it. Well, they are and they aren’t because they could do the work themselves if they wanted to in less time with less cost. And so. You’re not really creating that value anymore if the AI is doing it totally on its own and it doesn’t have anything to do with the prompts that you’re writing or, or the management of the whole process. And all of those things do take time, by the way. Mm-hmm. So we shouldn’t, we shouldn’t forget about that. Right. Particularly when we’re thinking about our own agencies and how we can be more efficient, the time it takes to manage the AI matters. We’ve talked about this recently. You cannot allow those things to, to be forgotten about. And so all of that does go into it. But the, I mean the comments on this post were just other worldly and there was another AI post recently as well that I saw and, and I mean, so we’ve got people out there who are like… CMOs want agencies to reduce their fees because they’re using AI. We’ve got a whole discussion around, well, we need to be transparent and tell every possible use of AI that we have and be really clear about it with our clients. This is how we’re using it exactly. And this is, and, and people say you can’t do hourly billing anymore because of AI, and so you must go to value-based pricing. And I mean, just all of this stuff. Take a breath, folks. Take Gini Dietrich: Yes. It’s a breath. Okay. Chip Griffin: Again, it is a tool, it is a valuable tool, but it is a tool. Gini Dietrich: That’s right. Chip Griffin: And it doesn’t mean that you just throw everything out and start over on either side of the agency client relationship. Gini Dietrich: Yes. Yeah, that’s absolutely right. I, I say this all the time, you know, like in other podcasts that I’m being interviewed on or webinars, whatever, the strategy stays the same. The best practices stay the same. The tools have changed and the tools continue to change. The tools have changed dramatically in the last 15 years. Use the tools to make you more effective and more productive. But like I said, the surgeon is still going to charge you what they charge you for brain surgery. Regardless of how fast the imaging is, regardless of how fast you get your MRI results back, like the, it doesn’t matter. Your expertise is over here in the surgeon bucket, not in the imaging bucket. So remember that. Like the, the stuff that you can do just because you’re faster at creating drafts or you’re faster at predicting outcomes or you’re faster at results reporting does not mean that the real value in what you provide in strategy, the creativity, the innovation, the ideas, all of that is what they’re paying for. They’re not paying for the output over here. Chip Griffin: And we need to take ourselves out of the mindset that, that the AI is coming in and so we need to protect what we have. Instead, we should be thinking about how can we elevate, how can we produce more and better results for our clients? How can we be more effective, not just how do we protect our piece of the pie? Keep doing things the way we always have. If you wanna keep doing things the way you always have, yes, you will suffer in this new environment. Absolutely. You absolutely have to grow and adapt and figure out how this helps you. But that’s no different than, as we’ve said before, you know back 30 years ago when we shifted from faxes to emails. Right, right. That made you more efficient in being able to communicate with other people. Yes. You didn’t have to be on the phone. You didn’t have to send a fax. Yes. Or a telegram or any of these kinds of things. And yes, I’m old enough to have received telegrams, so in fact, when I worked on Capitol Hill, we would get a delivery of telegrams on a regular basis. Gini Dietrich: For real? Chip Griffin: For real. For real. It was still a way. In the early 1990s, that was still a way that people communicated with Congress. They would send telegrams to express their opinions. Gini Dietrich: All right. Chip Griffin: You know, I don’t know why, but Gini Dietrich: I hate you. Stop. Please vote differently. Stop. Chip Griffin: I mean, the thing is, today if you, if you mention a telegram, people are like, what is that? They don’t. Gini Dietrich: Right. Right. Chip Griffin: They don’t, they, they, they’ve never even heard of it, you know? Yeah. Fax machine, they can at least maybe kind of halfway visualize. Yeah. I was watching a conversation on TV and there were some young people and, and someone mentioned a modem and, and that was completely beyond anybody. They didn’t have the concept of having to actually dial up to access the internet. Gini Dietrich: Right, right. Chip Griffin: Things like that. But, but I’ll ask before we continue to date ourselves by talking about all of this old technology, we need to think about how to use this new technology in order to improve what we are doing. And it is not simply about, you know, running around and, and telling people what brand of shampoo you use, because that’s how you wanna be transparent to your clients. They may ask you how you’re using AI and you might wanna have a general conversation about it. Gini Dietrich: Absolutely, yes. Chip Griffin: But for God’s sake, you do not need to be sending them an email and saying, by the way, I used AI to proofread this, or I used AI to create the first draft of this. Those are not things, unless there is some specific requirement in your contract, and please do not agree to those. But if there is a specific requirement in the contract or if there’s some special circumstance with the kind of work that’s being done. There’s always the exceptions to the rule, but 99% of you should not feel compelled to do it, and in general shouldn’t do so in detail if asked, because that’s just like telling them what kind of shampoo you use. It just doesn’t matter. Gini Dietrich: Yeah. You know, Sharon Toerek at Legal + Creative has a really good AI toolkit. I can’t remember how much it costs, but for it’s, it’s affordable for agency owners to download it and then understand like, what, and you can pick and choose like. What paragraphs or information you should include in your master standard agreement, what you might wanna include in your statements of work, but it’s, again, it’s not like we use it forever to draft this blog post. It’s really general, like we use AI. We, we use green and yellow information from our clients. We never use critical, confidential, red information ever. You know, it’s general kinds of things that you can insert into those, that documentation to help be transparent that you are using AI, and I think today people are, that’s not a surprise, like everybody’s using it. Right? But not having to, to be really specific about what kind of shampoo you’re using. Chip Griffin: Right. And, and you have to be really careful about this because you have to think about how does this stand up over time? Because you don’t wanna be going and, and having to revise your master services agreement, right? So, so, you know, my general advice as a non-lawyer is that you should put as little as possible to tick the boxes in there. So that you have the flexibility to adjust and adapt and do things differently over time. Because the reality is AI is baked into almost all of the software that we use now. Gini Dietrich: Yep. Yep. Chip Griffin: In one form or another. Yep. Sometimes it’s pretty much just lip service, but a lot of times it’s more substantive. And so, you know, are we now in the business that we’re gonna have to try to disclose every little, you know, we, we use Lightroom to go edit a photo that we’re putting on the website and, and we use it to remove a piece of garbage in the background. Well, that’s technically AI that did that. Do we feel like we need to now go and, and report to the client that we used AI to remove a trash can that was in the background of the environmental portrait that we took, that we’re gonna put on their website? I don’t think so. Gini Dietrich: Right? I don’t think they care. And neither should we. No. And like MuckRack or you know, one of the other media databases, if you use it, there’s AI baked into that. Do you have to say, well, I use a media database and the AI helps me do like that, that’s ridiculous. Should you be transparent about saying you use AI? Of course, but I think to your point, you don’t have to get into the nitty gritty. Chip Griffin: Yeah. I mean, and, and I think that that saying you use AI is fine, but, you know, getting into the nitty gritty is sort of like explaining to a client, whether you’re using a landline or a mobile phone to reach out to reporters. It doesn’t matter. It doesn’t matter. They’re technically different technologies. They, they, the signals get there in very different ways. I could imagine there’s probably some weird client out there who’d rather you didn’t use a cell phone ’cause they don’t want to go on up into the atmosphere and they just want it on the, the hard line, the wires, whatever. It doesn’t matter. So you don’t need to get to that level of detail again. No. You not in, in, in special circumstances, which most of them don’t apply to most of you. Gini Dietrich: Right, right, right, right. Yeah. So I would visit Legal + Creative website and, and look at that AI toolkit. Of course, have a conversation with Sharon if you need something more. Because she’s, she, they work exclusively with, with agencies and are great on that, since you and I are not attorneys.  But I do wanna go back to the values based, hourly based, retainer kind of idea that, okay, so if, let’s say for shits and giggles. We, we have a client that’s $5,000 a month, and in the past we would use all of that budget on, you know, executing their webinar, taking the transcript, and creating social assets and blog assets. You know, putting some money behind page to amplify it to get more registrations there. Well, now AI can do most of that, right? Does that mean that we should reduce our retainer or does it mean that there’s probably other things that we could focus on to help that organization’s growth and use the extra retainer for that? Those kinds of things. I think that’s the conversation that you should be having internally and with your clients is, yeah, it’s made us more productive. You know, this list of stuff over here that we haven’t been able to get to because we haven’t had time. Let’s start. Check, check. Checking these off the list. Chip Griffin: I mean, the vast majority of agencies don’t have any shortage of ideas for things that they could Right. Implement with their clients. And, and most clients don’t have any shortage of things that they would like to see their agency do. Right. So, so rather than simply trying to protect what you have and, and doing the bare minimum to fulfill the existing checklist, find ways that you can continue to enhance and improve. And, and I think you mentioned webinars and, and webinars and podcasts are a great example because 10 or 15 years ago, you had to, it took a lot of work and you kind of did the bare minimum to get those things edited, produced, distributed. Nowadays because of AI and, and AI even before, you know, the current AI fad, things like automated transcription that came in mm-hmm. Within the last decade, which now gets classified as AI, didn’t get classified as AI when it was first done. But you know, that’s an argument for another day about how we define things. If you’re able to now produce transcripts, now it’s pretty standard for webinars and podcasts to have a transcript available. Gini Dietrich: Right. Chip Griffin: 15 years ago, you had to pay someone to do it. And so That’s right. It was not the kind of thing that was done routinely and, and now we can produce those kinds of things. We can edit things a lot more easily. The platform that we use for this podcast. It uses AI to do automatic camera switching. For those of you who watch the video, it cleans up the audio so that, you know, we can’t hear all the background noises in our various offices. And, and those are all great things and improve the quality of the product that we’re putting out for you, but also that you can put out for your clients. Focus on those things. Elevate the game. It’s not just about kind of doing the bare minimum. If you do that, absolutely, you’re gonna run into problems, Gini Dietrich: of course, Chip Griffin: but find those other opportunities and say to your clients, you know, here’s something else we can do for you. Here’s a way we can get better results from what we’re already doing. Whether that’s by adding a transcript to it or being faster to get something published, or having the time to go pursue a third webinar or some other brand new idea that you weren’t able to do. That’s how you continue to demonstrate value to your clients, and that’s how you continue to not just protect revenue, but actually grow it. Gini Dietrich: Yeah. And you know, and I’m sure listeners know too, that I’m a big fan of quarterly planning. So instead of doing a big annual plan, you meet with your clients every quarter. You talk about what worked, what didn’t, and what, what things you should focus on for the next quarter. Not only does it help you stay aligned with the business goals more effectively, but it also, in most cases, get, gets you more revenue or more retainer because they’re like, oh, we gotta focus on this. And yeah, they were great results from that. And you’re not having those conversations once a year. You’re having them four times a year. Right. So a big, big fan from that perspective. But I think what that allows you to do from an AI perspective is say, Hey, listen, we’re able to save 25% of our time, and I know this, this, and this, have been on the priority list that have, that keep moving down because of, you know, all these other things. Of these three, what can we bring up to the forefront for the next quarter? And you start to have those conversations where you’re part of the business planning and the business continuity. And the business workflow so that you know, you don’t have the… it happens more effectively and you don’t have to have the, gosh, we’re out of scope, or we overbuilt, we over serviced last year. It’s a, a continuous conversation that happens all between all of you and there’s no conflicts in it, and it’s really strategic and, and clients begin to see you more as, you know, someone they can count on without asking you to reduce your fees because you’re using AI. Chip Griffin: And that ongoing conversation is, is so important. It’s so critical. And one of the things that really bothered me about one of these LinkedIn threads was, was really a very much an an us versus them kind of thing. Yeah. Whether you are on the client side or the agency side, the agencies are looking to protect revenue. The clients are looking to cut costs. Have actual mutual conversations with each other and figure out how you can work together. And I’m not gonna use the word partners because I don’t like that word. Gini Dietrich: I know, I, I avoided it too, because I know you don’t. Chip Griffin: As I have said repeatedly on this show, you are not partners with your clients. You do not share in the risks and rewards. You have similar things. You can be aligned, you can work together. In any case, figure out those ways to work together. If either side of this relationship is viewing it as us versus them. I need to maximize my revenue. I need to maximize my profit, or I need to keep my costs as low as possible. I need to get as much from the agency as possible. That’s not a healthy relationship. No. And that is not gonna lead to the same kind of success where one, where you have regular ongoing conversations and quarterly planning or semi-annual planning, or even annual planning, which a lot of agencies don’t do with their clients ’cause they just charge forward Gini Dietrich: fair Chip Griffin: on autopilot. Yep. And hope that they don’t get noticed and that the revenue keeps coming in the door. So true. I mean, that’s, that’s reality. Yes. I mean, a, a lot of agencies just sort of take that head down attitude because, you know, as, as soon as you poke your head up above the fence line. You know. Yes, there’s the possibility that you can increase the size of your relationship or build or, or strengthen the, the quality of the relationship with your client. But there are also risks involved with that because you’re drawing attention to yourself, and particularly in larger organizations, it can be kind of easy to skate. So sure, I do understand there’s a risk to it, but if you’re having those conversations, you’re more likely to build that strong relationship with more of your clients, which will lead to better results. Even if occasionally putting your head up above the fence line causes a problem. Gini Dietrich: Yeah. And you know when you, when your client is going into meetings with the CFO and they’re saying, we’ve gotta cut X amount of dollars. This agency is a big piece of that. The client stands up for you and stands up for that because they can’t do their job without you. And they know that because of the ongoing relationship and, and that you’ve been building and the ongoing planning that you’ve been doing with them. If you’re just keeping your head down and hoping they don’t notice you year, year after year, it’s gonna be a lot harder for them to stick up for you. Chip Griffin: Absolutely. I mean, and, and I think this is sort of a, a common theme for how I view AI and everything that I do, which is that you’ve gotta have that intersection of the technology from the AI, but the, the human, yes. Not just expertise, but the, the ability to, to engage with other humans. Yes. If you put the best of both of those together, that’s where you will achieve the best results for both sides of the agency client relationship. And ultimately that should be what we’re looking for, right? Right. That if, if you are truly in it to be long-term successful, you want it to work for both sides. And it shouldn’t be one of these things where we’re having constant fights about transparency or pricing or these kinds of things because you know, we’re just looking out for our own self-interests. If you align yourselves well, you will get good things coming to you Gini Dietrich: every time, every single time. So do that Chip Griffin: 99% of the time. Let’s, let’s, let’s admit that, alright, fine. There are times most of the time where you do everything right, everything you know, you, and it just doesn’t work out. Gini Dietrich: Fair. Chip Griffin: That’s life. Gini Dietrich: That’s fair. That is life. Yeah. So I agree Chip Griffin: that’s life. And that’s this podcast Gini Dietrich: 99% of the time. And that’s this podcast. Chip Griffin: So we’ve completed 99% of this podcast with the final 1%. We will sign off. I’m Chip Griffin. Gini Dietrich: I’m Gini Dietrich. Chip Griffin: And it depends.