The Difference is Mindset

In working with the leaders of high-performing agencies and those that are stagnant, we’ve found that success doesn’t depend exclusively on strategy, resources, or talent. Instead, it’s more about mindset—specifically belief systems and clarity of thought. The most successful agency leaders simply think bigger.

For example, at high-growth agencies, the prevailing ideology is focused on how to improve. Their leaders constantly question what’s possible: What haven’t we discussed that we should? How can we be more creative? In what ways can we think more abundantly? Conversely, low- to no-growth agencies often have excuses for why they’re stagnant: That’s the way we’ve always done things, or That’s just who we are. Their internal limitations overshadow their external capabilities.

Several years ago, Roger Sitkins and I led a training session for elite producers at a picturesque waterfront resort in Florida. During a break, a few of us were admiring the million-dollar yachts and luxurious bayfront mansions surrounding us, speculating about what it would be like to live that way. Suddenly, one attendee looked at me and asked, “Why not you?” That question stopped me in my tracks. I realized I’d been holding self-limiting beliefs—that this kind of lifestyle was meant for other people. It wasn’t that I craved those luxuries, but deep down I believed they were beyond my grasp. That moment reminded me that we all carry self-limiting beliefs, whether we’re aware of them or not.

I see this often when consulting with agency leaders. I can talk with the owner of a $100 million agency and the owner of a $1 million agency, and what stands out isn’t their resources—it’s how differently they think. The $100 million owner isn’t 100 times smarter or more skilled. What sets them apart is mindset. They don’t indulge the voice of internal doubt that creates self-limiting behaviors.

What are some of your self-limiting thoughts? What’s stopping you from achieving your goals? Many agency leaders have the tools and means to execute what we teach but still don’t do it—often because of Dr. Yabut. You’ve probably met him: “Yeah, that makes sense… yeah, I could implement that strategy… yeah, that sounds great—but you don’t understand my situation… I’m too old… we don’t have the resources… it’s too time-consuming.” Leaders who want to grow ignore Dr. Yabut and embrace the possibilities.

A Framework for Thinking Big: The 3 A’s

One of my mentors once told me his definition of hell on earth: “It’s getting to the last day of your life and coming face to face with the person you could have become—if only.”

That’s a chilling thought. Personally, I imagine myself as an old man nearing the end, seeing a young, energetic version of myself walk into the room. “Brent, you won’t believe the life I’ve lived,” he says. “I took a chance on that business idea—it worked! I traveled the world, built a great career, and never sacrificed my family or relationships. I did all the things you only thought about doing.”

That vision could feel depressing, but it doesn’t have to be. You have the power to rewrite your story by changing your mindset and behaviors. Here’s how to start now and prevent tomorrow’s regrets.

Awareness — See It

What’s your purpose? Whether you’re 20 or 80, you should still have goals and dreams. Unfortunately, many agency leaders lack clarity and conviction. They don’t truly know where they’re going, so they settle for less.

Years ago, I worked for an agency and asked the new owners where they saw the business in three, five, or ten years. I expected excitement and a clear vision for growth. Instead, they pointed to the producers’ desks and said they hoped to “keep the seats filled.” Their goal was survival, not success. Have you thought about what you really want for yourself and your team? Surely, it must be more than “I hope we can keep the doors open.”

Many agencies settle for less because they’re not aiming high enough—if they’re aiming at all. One of my favorite quotes from The 80/20 CEO is, “An unaimed arrow never misses.” The same goes for agencies: if you don’t know where you’re going, you’ll end up somewhere, but it probably won’t be where you intended.

Action — Do It

Once you know what you want, act on it. You don’t need more ideas—you need a decisive plan. Luck isn’t just opportunity meeting preparation; it’s opportunity meeting action.

Too often, leaders overthink and let opportunity pass them by. A mentor once told me, “Sometimes you have to jump and build your wings on the way down.” He was right. It’s not about being reckless—it’s about moving forward.

Every long journey starts with a single step, but you won’t reach your destination without a MAP—your Massive Action Plan. A MAP turns intentions into commitments. It defines who’s involved, what steps to take, when to take them, and how to track progress. Without it, even great ideas fizzle.

Accountability — Own It

Responsibility and accountability are different—but both matter. Responsibility means being assigned a task; accountability means owning the outcome. Without clarity and conviction around your goals, true accountability can’t exist.

Accountability isn’t about managing numbers—it’s about managing behaviors. Telling a producer “you need to do better” after they miss a goal isn’t helpful. Instead, leaders should focus on what behaviors must improve to get better results.

At Sitkins, we believe accountability is a two-way street. Our Two-Way Promise fosters appreciation, respect, and trust between leaders and team members. Both sides commit—and both have skin in the game.

The key to achieving your goals is writing them down. Once something is documented, it becomes real. If you truly want buy-in, create mutual accountability through a written promise.

It’s All in How You Think

Your beliefs drive your behaviors, and your behaviors drive your results. If you’re struggling with a process, strategy, or action, it may not be the thing that’s holding you back—it’s how you’re thinking about it.

Too often, self-limiting beliefs stop us from achieving our goals and dreams, leading to regret when it’s too late to change. But if you’re reading this, there’s still time. What internal barriers are keeping you from growing personally and professionally?

It’s not the thing—it’s how you think about the thing. So ask yourself: Do you believe the best things in life are for other people? If so… why not you?

Take the first step toward creating the best version of your agency with our tools designed for agency growth.