This is the third post in my series on the four strategic paths available to agency owners.
In my previous post, I shared thoughts on the pros and cons of staying the course. Today, let’s dive into growing organically—a path that many agency owners instinctively choose.
Nearly every agency I speak with is brimming with optimism:
“We’re going to double revenue this year—we just hired a sales team / launched a new service / signed a major partnership.”
And sometimes, that optimism is justified. Especially for smaller agencies, there is real potential to double or even triple in size quickly. One of the biggest advantages of organic growth? You get to pursue your vision on your own terms—no external investors, no M&A complications. Just you, your team, and your ability to execute.
But there are real challenges too.
- Scaling gets exponentially harder. Going from $1M to $2M is very different from going $2M to $4M. The systems, team, and operations need to evolve—fast.
- The industry is shifting rapidly. AI, evolving client expectations, and changing consumer behavior mean the game is being rewritten in real time. What worked last year might not work next quarter.
I’m not saying organic growth is the wrong move. In fact, for many, it’s absolutely the right one. But optimism needs to be balanced with realism. Growth is never guaranteed—and the risks are real.
If you’re committed to this path, do it with eyes wide open. Mitigate the risks. And don’t forget—there are three other paths worth exploring.