Build a Better Agency Podcast
462 episodes - English - Latest episode: 15 days ago - ★★★★★ - 266 ratingsScale and grow your agency with better clients, invested employees, and a stronger bottom line, with Drew McLellan.
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Episodes
EP 350: 2022 Marketing trends (PART 2) with Drew McLellan
June 20, 2022 08:00 - 26 minutes - 35.8 MBThis week on Building a Better Agency, we’re jumping right back into our breakdown of 2022 Marketing Trends. Last time, we talked about noticeable trends in agency spending, shifting client expectations, and not missing out on opportunities for business development. This time, we’re taking things a bit closer to home by talking about trends we’re seeing in our own marketing tactics, in our employees, and in ourselves as agency owners. If you didn’t catch Part 1 of this conversation during o...
EP 349: Attracting and retaining the best employees with Heenle Turner
June 13, 2022 08:00 - 48 minutes - 66 MBThe market right now for attracting and retaining the best employees is insane. It feels like only three people on the planet are looking for work, and they all want $3 million, plus a signing bonus. Owners are in panic mode when they think about attracting and retaining the best employees. They’re struggling to find good candidates. Or, by the time they get a candidate through their 12-step process, they miss out because they accepted a different position. So how in this environment shou...
EP 348: Advertising on Pinterest with Lindsay Shearer
June 06, 2022 08:00 - 36 minutes - 49.9 MBAs agencies, we tend to overlook certain platforms and channels when it comes to their perceived relevance to our audiences or bottom-line ad potential. That bias is one that Lindsay Shearer overcame to help her clients win new business and earn 2-3 times their initial ad spend on what most of us would consider an unlikely platform — Pinterest. During our conversation on this week’s episode of Build a Better Agency, Lindsay talks about what led her to experiment with Pinterest in the firs...
EP 347: Your agency after you: Legacy planning with Andrea Shoup
May 30, 2022 08:00 - 46 minutes - 63.2 MBWhat happens to our agencies when something happens to us? No one likes to think about the day that they’re no longer around, and it’s no secret as to why. The conversation can feel more than a little uncomfortable. But as agency owners, it’s one that’s far too important for us to avoid or ignore. If we want to ensure that our businesses —and more importantly —our people will be taken care of should the unexpected happen, then we need to make sure that we have a plan in place that allows our...
EP 346: Empowering women as agency owners with Christy Hiler
May 23, 2022 08:00 - 53 minutes - 73.8 MBWomen own less than 1% of the ad agencies in North America. This gender gap is disappointing and staggering, but in this episode of Build a Better Agency, our guest expert Christy Hiler reminds us that bridging that gap is far from impossible. During our conversation, Christy helps us unravel this alarming statistic by exploring the barriers that may be keeping the women we lead and work with from pursuing ownership roles or viewing ownership, not just leadership, as an end goal in the fi...
Ep 345: 2022 Marketing trends (PART 1) with Drew McLellan
May 16, 2022 08:00 - 23 minutes - 32.8 MBSummertime is just around the corner, which means now is the perfect time of year for agency owners like us to take stock of where we’re at now and where we want to be sitting by the end of the year. How can we get a clear picture of how 2022 is stacking up against 2021? By taking a close look at the trends that have, and will continue, to affect our industry as a whole. On this week’s solocast episode of Build a Better Agency, we’re taking a look at the marketing trends that have shap...
EP 344: Becoming trusted agency leaders with Sue Dyer
May 09, 2022 08:00 - 47 minutes - 65.9 MBAs agency owners, the work environments we create are a direct reflection of our leadership styles. In a trust-led environment, our people should feel safe to speak up, take risks, and take ownership of the work they produce. Trust is the cornerstone for strong communication, creativity, and the innovation that fuels our business. So, what happens when trust isn’t part of the equation? Our guest for this episode of Build a Better Agency, Sue Dyer, is an expert on all things leadership. Sh...
EP 343: AI and the future of agency tools with Paul Roetzer
May 02, 2022 08:00 - 44 minutes - 61 MBWhether we realize it or not, artificial intelligence (AI) has already impacted countless aspects of our everyday lives. And as the technology we rely on continues to adapt and change, those changes will inevitably shape the future of our businesses, our industry, and our society. As agency owners, it’s our job to stay ahead of those changes — even if the thought of an AI-driven agency is, understandably, a little intimidating. Our guest on this episode of Build a Better Agency, Paul Roet...
EP 342: A behind the scenes look at inbound leads with Eric Stockton
April 25, 2022 08:00 - 52 minutes - 72.2 MBAs agency partners, we have access to an insane amount of backend data and insights into our clients’ business. Now what? How can we use all of that data to build momentum in our clients’ revenue pipelines and translate those insights for them so that they can make the case when they’re at the table with the decision-makers on their team? On this episode of Build a Better Agency, we’re joined by CRM and sales expert Eric Stockton, VP of Demand Generation at SharpSpring. Eric gives us a be...
EP 341: Aligning worldviews in agency relationships with Karley Cunningham
April 18, 2022 08:00 - 56 minutes - 77 MBHow does your agency show up in the world? As agency owners, we have a responsibility to know what’s going on — with our business, our employees, and our clients. There’s a lot going on in the world, and understanding how these things affect the worldviews of others in our space is the first step in deepening our agency relationships, elevating our business, and making sure we go beyond the “one-word” values our industry seems to be riddled with. In this episode of Build a Better Agency, ...
EP 340: When can agency owners sell? with Drew McLellan
April 11, 2022 08:00 - 45 minutes - 62.5 MBOne of the unfortunate truths of our business is that as agency owners, we are almost never in the driver’s seat when it comes to sales engagements. At the end of the day, we have no way to inspire, incent, cajole, bribe, or trick someone into buying agency services until they have a genuine need for them. But, with so much of our focus centered around not making an ask at the wrong time, it’s no surprise that so many of us are left with the same question — when CAN we sell? In this episod...
EP 339: Selling agency relationships in a virtual world with Tom Martin
April 04, 2022 08:00 - 51 minutes - 70.8 MBRunning an agency in a post-COVID world means growing more and more comfortable operating in a virtual environment. This collective shift in our industry has been happening for a while, but after navigating a global pandemic, agency owners have had to pivot more rapidly than in the past. As a result, agency owners are left wondering how they can genuinely connect with their prospects and invest in those relationships when the human aspect of interaction has shifted to a digital one. In th...
EP 338: The necessary evil in your agency operations with Nathan Maxwell
March 28, 2022 08:00 - 44 minutes - 61.8 MBTime sheets. Taxes. Annual reviews. There are some things we don’t love as agency owners and leaders. Cybersecurity and compliance are absolutely on that list. But much like taxes, it’s a necessary evil today. The risks are too great, and the reality is – our clients are going to demand it. We’re far better off to get out ahead of it before we’re asked. Even my guest, Nathan Maxwell, refers to cybersecurity and compliance as “necessary evils.” But, as the CEO of CCITeam, Nathan also knows...
EP 337: Helping agency owners sell the way people buy, with David Priemer
March 21, 2022 08:00 - 43 minutes - 60.4 MBAs agency owners, we tend to view sales as a necessary evil. Even when we love what we do, believe in how we do it, and have proof that we do it well, having to put on our “sales hats” can still feel, well, gross. But…maybe we’re going about getting those sales in the wrong way. Nobody likes sales…except for David Priemer. David loves sales. In fact, he loves sales so much that he opted to leave his non-sales background to deconstruct the traditional sales approach and develop his own met...
EP 336: Harnessing the power of introvert agency leaders with Monica Parkin
March 14, 2022 08:00 - 46 minutes - 63.3 MBLike so many other business environments, our industry is one that is undeniably extroverted on the surface. Agency work is collaborative, relational, creative, and dynamic — all attributes that seem to be catered almost exclusively to extroverted individuals. So where does that leave our introverted counterparts? Monica Parkin, my guest for this episode, is not only an award-winning public speaker, an acclaimed author, and an engaging business leader; she’s also a total introvert (a titl...
EP 335: How to attract and retain agency employees, with Drew McLellan
March 07, 2022 09:00 - 38 minutes - 52.8 MBToday, we’re delving into a topic that’s been on my mind, and on the minds of agency owners in general, for quite some time: employees. No matter where you are or how big your agency is, staffing is a challenge for everyone right now. Every time the subject comes up during my conversations with agency owners, there are two frustrations in particular that bubble to the surface time and time again: It is hard to find and attract qualified agency talent It is hard to retain the qualified a...
EP 334: New year insights for agency relationships with Lee McKnight
February 28, 2022 09:00 - 53 minutes - 73.9 MBThe last few years have thrown a lot at us — both professionally and personally. While we’ve done our best to navigate all of that unpredictability, many have struggled to not only react to these changes but adapt. As agencies continue to reframe and take stock of where we’re at in this “new normal,” I can’t think of a better time to dive into some impressive research just released in RSW/US’s 2022 New Year Outlook report. RSW/US talked to marketers, CMOs, business owners, agencies, and th...
EP 333: Rethinking your agency’s sales model with Kevin Snow
February 21, 2022 09:00 - 44 minutes - 61 MBFor an industry that is heavily dependent on effective sales practices, many agency owners are intimidated by the “s” word. It conjures horrible imagery of vacuum salesmen trying to trick people into making purchases they don’t actually want or need. Hiring sales teams might seem like the right step but the results are often disappointing and it’s difficult to pinpoint exactly why. This can turn one of the most important aspects of building a successful agency into the most strenuous aspect....
EP 332: Rethinking agency biz dev part 6: Play to win, with Drew McLellan
February 14, 2022 09:00 - 48 minutes - 67.1 MBBusiness development is a complicated and challenging aspect of agency life for many owners. The same rules that applied when the agency was new no longer apply once it starts to settle into its identity. But what is that identity, and how can it best be leveraged for business growth? And what if you want to shift that identity to better define how you want to be seen and known? After five episodes talking about the various pieces of the Biz Dev puzzle, this final episode in the mini-s...
EP 331: Rethinking agency biz dev part 5: Focus your agency’s POV, with Drew McLellan
February 07, 2022 09:00 - 36 minutes - 49.8 MBAgency life has evolved dramatically since the era portrayed in shows like Mad Men. We used to be the keepers of the “secret sauce” for making the magic happen, and now we’re the keepers of the secret knowledge for using that magic to its greatest potential. Agencies used to be expected to be generalists, but now clients and prospects are looking for specialists with a depth of strategic expertise. And part of that specialty is having a clear point of view. But you can’t just whisper it; you...
EP 330: How to grow your book of business with Drew McLellan
January 31, 2022 09:00 - 26 minutes - 36.4 MBAgency business development has to consider many things when setting goals. There is new business to be found, existing business to expand, and lost business to make up for. It can be difficult to juggle all of this information as the agency owner, but it can be challenging for an agency’s AEs who aren’t clear on how to best leverage their position. Today’s episode continues the series dedicated to improving your biz dev efforts. The first three episodes were focused on you as the business...
EP 330: Rethinking agency biz dev part 4: Help your AEs grow their book of business, with Drew McLellan
January 31, 2022 09:00 - 26 minutes - 36.3 MBAgency business development has to consider many things when setting goals. There is new business to be found, existing business to expand, and lost business to make up for. It can be difficult to juggle all of this information as the agency owner, but it can be challenging for an agency’s AEs who aren’t clear on how to best leverage their position. Today’s episode continues the series dedicated to improving your biz dev efforts. The first three episodes were focused on you as the business...
EP 330: How to Grow Your Book of Business with Drew McLellan
January 31, 2022 09:00 - 26 minutes - 36.4 MBAgency business development has to consider many things when setting goals. There is new business to be found, existing business to expand, and lost business to make up for. It can be difficult to juggle all of this information as the agency owner, but it can be challenging for an agency’s AEs who aren’t clear on how to best leverage their position. Today’s episode continues the series dedicated to improving your biz dev efforts. The first three episodes were focused on you as the business...
EP 329: Rethinking agency biz dev part 3: The 6 kisses of death to avoid, with Drew McLellan
January 24, 2022 16:23 - 34 minutes - 46.8 MBAgencies often pose important questions to our clients in order to help steer them into good decision-making. We talk to them about the need to be findable, to understand the customer’s buying journey, to be helpful to clients instead of selling to them, and being aware of how far prospects are into the buying decision by the time the client is actually aware the prospect exists. We are great at teaching this to our clients, but many agencies aren’t so great at taking their own advice. ...
EP 328: Rethinking agency biz dev part 2: How things evolve with Drew McLellan
January 17, 2022 09:00 - 37 minutes - 52.1 MBDuring the lifetime of an agency, how that agency/agency owner approaches business development evolves. In the beginning, an agency’s first clients are people the agency owner knows personally. From there, as the agency matures and grows, it morphs into working with people who have been referred to the agency by happy clients. Many agencies never evolve past this level of business development. It can be challenging to see options for the continuum of business development beyond the normal ro...
EP 327: Rethinking agency biz dev part 1: Find a niche with Drew McLellan
January 10, 2022 09:00 - 51 minutes - 70.9 MBAs we start to dip our toes into 2022, many agencies have been pretty quiet on the biz dev front for the last 4-6 weeks. By the time we emerge from the holiday hibernation, we’re approaching February and our pipeline is feeling a little weak. I decided to help you jump-start your agency biz dev efforts with a series of podcast conversations just between you and me. I’ve decided to mix things up a bit. 2022 is my year to shake things up a little and why not start in January? Rather than...
EP 326: A ground level look at marketing AI with Cathy McPhillips
January 03, 2022 09:00 - 47 minutes - 65.6 MBThere’s no denying that artificial intelligence isn’t just part of the future, it’s here today. But the concept is overwhelming for many agency owners. It’s hard to know where to begin when you don’t even know what questions to ask or how to find answers, especially when you are already pulled in so many directions every day. Who has time to add learning something as complex as AI to their TO-DO list? After running her own agency and then spending a decade at Content Marketing Institute, ...
EP 325: Stop running your agency based on fear, with Drew McLellan
December 27, 2021 09:00 - 42 minutes - 57.8 MBIn response to the changes brought about by the pandemic, many agency owners have turned to fear-based decision-making. Employee turnover and demands coupled with an erratic market and global uncertainty can make things feel out of control. Trying to steer an agency with a vision requires decision-making that might put you at odds with your team so it might feel wise to placate rather than push. But it’s not. In this solocast, we’re going to take a hard look at the fear-based leadership t...
EP 324: How young people think about the agency business with Michael Barber
December 20, 2021 09:00 - 53 minutes - 73.3 MBDiversity and inclusion have never been more front and center and the workplace is being called upon to better reflect the world around us, especially by our younger employees and potential employees. Agencies are trying to do their part, but many are feeling lost because they simply don’t know what they don’t know. If we want to continue to attract young talent, we have to crack this code. Over a year ago, brand consultant and marketing specialist Michael Barber published a post about sp...
EP 323: Be vigilant against complacency with Len Herstein
December 13, 2021 09:00 - 56 minutes - 77.7 MBWhen things are going well in our agencies and our personal lives, it’s easy to relax into the comfort of that success. One of the risks of that comfort is missing the signs that trouble is brewing below the surface. There’s a difference between living in fear and anticipating challenges. No one is suggesting we live a life of paranoia where we’re constantly waiting for things to fall apart, but a vigilant approach to life and business can help us steer clear of troubled waters before we’re ...
EP 322: The 2021 Agency Edge Research Series with Susan Baier
December 06, 2021 09:00 - 45 minutes - 62.5 MBUnderstanding how clients view the agency relationship is key to making the most of that partnership. Every year since 2014, AMI and Audience Audit have brought you The Agency Edge Research Series to hopefully give helpful insights into what clients and prospects are looking for when working with agencies. The 2020 research correctly indicated that 2021 was going to be very robust for agency business. This year’s study was built to better understand the thinking behind this growth on the cli...
EP 321: How to use your money to make more money with Adam Carroll
November 29, 2021 09:00 - 44 minutes - 61.5 MBEveryone wants to make and have more money but understanding all the available financial options and opportunities can be overwhelming. Many agency owners are juggling debt, income, personal and professional mortgages, and complex investment plans, most of which are managed by advice we were given by our parents when we were young. We’ve heard of ways to use our money to make money, but it all sounds a little impossible to believe. Adam Carroll is one of the nation’s top financial educato...
EP 320: The elements of good partnership agreements with Drew McLellan
November 22, 2021 09:00 - 42 minutes - 58.6 MBAs part of our succession planning work, we have seen and worked with owners going through every stage of agency life. We’ve seen agencies evolve and dissolve and there are complexities along the way regardless of the journey. One of the most complicated relationships can be between partners, whether that be partners who own and run an agency together, or an agency owner who is transitioning to selling his agency to one or more employees. In this solocast, we’re going to look at the impor...
EP 319: Winning the long game with Dorie Clark
November 15, 2021 09:00 - 52 minutes - 72 MBAs agency owners and leaders, we all want to succeed at the long game. We plan and work with the hope that it will lead to long-term success. But it can be difficult to hang in there when faced with uncertainty, and we constantly wonder which bets are going to pay off and when we need to pivot. Fear can paralyze us or force us to make decisions that undermine a potential payoff because it all feels a bit like a guessing game. Author and keynote speaker Dorie Clark is a world-renowned teac...
EP 318: Building a client-focused community with Pam Slim
November 08, 2021 09:00 - 43 minutes - 60.3 MBPutting yourself in the center of a community is a powerful tool for any agency owner, but that just scratches the surface of what is possible — if you make one small tweak. Imagine putting your client at the center of a community instead of yourself. An ecosystem of businesses, experts, and tools, all designed to help your clients become even more successful. This shift allows us to completely redesign how many of us think about biz dev and how best to serve our audience. And this is also h...
EP 317: R&D tax credits available to agencies with Mike D’Alessandro
November 01, 2021 08:00 - 56 minutes - 77.6 MBThe federal government and 36 of 50 states in the U.S. have research and development tax credits that many agency owners incorrectly believe our agencies are not eligible to receive. In reality, many AMI agencies take full advantage of these credits, sometimes earning back in excess of $100,000 a year. Needless to say, it’s important for your agency to explore whether or not you are eligible for these benefits because the impact on your bottom line could be a huge win. Mike D’Alessandro o...
EP 316: Building a DEI policy that works with Nikki McCord
October 25, 2021 08:00 - 1 hour - 87.5 MBThe conversation of diversity, equity, and inclusion and DEI policy creation is something on the minds of many agency owners. How to tackle such a delicate and complicated topic can be overwhelming and confusing. The fear of getting it wrong or not doing enough can lead to no action at all, which we can all agree does nothing to further the cause. But how exactly do we begin and how do we get it right? Nikki McCord returns to expand upon the conversation we started in Episode 304 (“The RO...
EP 315: Creative Real Estate Deals, with Laurence Lameche
October 20, 2021 18:54Laurence Lameche is a London-based real estate investor and coach who has mastered the art of buying properties through creative terms-based deals and cutting banks out of the equation. In this episode of the Smart Real Estate Coach podcast, Laurence shares how he was able to purchase three valuable properties in London for just the price of a football ticket, and he explains how to build a powerful network of connections in the real estate business even if you’re a shy introvert. Resource...
EP 315: Five mistakes employees make when buying into the agency with Drew McLellan
October 18, 2021 08:00 - 26 minutes - 36.6 MBAt Agency Management Institute, we are often called upon to help agency owners plan their next steps when it comes time to sell. This may lead to the owner wanting to hand the reins to a current employee that has proven to be the right person to take over owning and running the agency. There are challenges that the seller has to contend with, but there are just as many challenges, and mistakes, the potential buyer needs to keep in mind. As an employee presented with the chance to take ove...
EP 314: How culture influences brand with Mark Miller & Ted Vaughn
October 11, 2021 08:00 - 55 minutes - 76.6 MB“Culture” and “Brand” are two concepts that are often thought about and discussed as completely different topics. We don’t often consider how one might not only affect but define the other. But the truth is, they are very much the opposite sides of the same coin, if that coin represents the calling card for your agency or your client’s company. Agency owners and authors Mark Miller and Ted Vaughn have literally written the book on the connection between culture and brand. In examining the...
EP 313: Three frameworks for inspired agency leadership with Jonathan Raymond
October 04, 2021 08:00 - 49 minutes - 67.6 MBThere is no shortage of advice on how to be a better agency leader, but much of the advice out there is esoteric or theoretical. The ideas are grand, but a solid, tangible game plan is rare. Without clear steps to take, old habits and behaviors easily return before these new ideas have a chance to create lasting change. Author Jonathan Raymond’s diversified background led to an interest in figuring out how leaders could grow their business in a way that was in alignment with their values....
EP 312: The world of neuro-marketing with Dan Russell
September 27, 2021 08:00 - 44 minutes - 61.1 MBThe world of neuroscience might seem like an odd place to seek out powerful marketing tactics, but there’s no denying that effective marketing isn’t just about being great creatively. Art might draw attention, but human nature and how our mind works is what inspires the buy. Understanding neuro-marketing and what triggers the mind of an audience can only improve the rate of success. Dan Russell runs Vivid Labs, a conversion optimization agency that has developed neuroscience-inspired mark...
EP 311: Creating an “I’ll be back” client experience with Shep Hyken
September 20, 2021 08:00 - 44 minutes - 61.2 MBNo one needs to tell you that it’s easier and more cost-effective to keep existing clients rather than continuing to hunt and pitch for new ones. There’s an obvious need to genuinely nurture these relationships, but oftentimes this advice is more theory than tangible. It’s rare to find a clear game plan for creating lasting change that is simple, even if it’s not always easy. This conversation sheds light on that challenge and how to solve it. Author and keynote speaker Shep Hyken is one ...
EP 310: 5 mistakes agency owners make when selling internally with Drew McLellan
September 13, 2021 08:00 - 29 minutes - 40.8 MBAt Agency Management Institute, we have repeatedly found ourselves in the position of helping agency owners figure out their exit strategy. Ideally, we’re talking about this many years before they’re ready to execute on whichever outcome makes the most sense for them and their agency. The typical scenarios are: Just making a fantastic living off the agency until you’re done and then closing up shop. Others want to sell to an outside buyer. But for many, the ideal scenario is to sell the agen...
EP 309: 5 key traits for a successful creative with Jamie Roberts
September 06, 2021 08:00 - 1 hour - 85.3 MBCreativity lives at the center of every agency, but finding, nurturing, and retaining the best fit creatives can feel like an impossible task. Someone with an impressive resume who interviews wonderfully can suddenly feel like a mismatch once they’re actually in the role. It can feel like a guessing game, which is especially daunting for such an integral part of the team and your agency’s success. Jamie Roberts has been a creative at agencies large and small. She grew up on the art side o...
EP 308: Guide your business using the CEO’s compass with Deborah Coviello
August 30, 2021 08:00 - 50 minutes - 69.2 MBAll agency owners strive to be great leaders but that can be a daunting task when there are so many things that demand attention on a daily basis. And understanding what defines a great leader and how to learn and implement those skills can be equally overwhelming. When it feels like the focus needs to be external on building the company and growing client relationships, time dedicated internally to processes and staff development is often rushed, minimized, or pushed to another day. Auth...
EP 307: Are you a wonderbread factory or an artisanal bakery revisited with Drew McLellan
August 23, 2021 08:00 - 37 minutes - 51.4 MBAs we continue the push into a post-pandemic world, many agencies are taking a hard look at how they approach business and what they want this new future to look like. Many are implementing long-term changes inspired by what the last 18+ months has taught them. Others have been inspired to make changes toward a more focused vision. Success with these changes starts with becoming crystal clear on what kind of agency you want to be. In over 300 podcasts, I have never repeated or reposted an...
EP 306: How military lessons translate to agency leadership with Ryan Carey
August 16, 2021 08:00 - 54 minutes - 74.4 MBAn agency’s success or failure is reliant upon the owner’s leadership skills to a certain extent. There are many elements that ultimately create an agency’s legacy, but the strength of the leadership is one of the cornerstones that holds it all together. Most teams are built with people who have come up and through the agency world, so by the time they step into a leadership role, there’s a risk that they’re doing it the way everyone else has done it. If you want to have a next-level agency,...
EP 305: The t-shirt philosophy episode with Drew McLellan
August 09, 2021 08:00 - 37 minutes - 52 MBWhenever I fly, I wear a t-shirt that says “Be Good To People.” It’s a simple message that I sincerely believe in but the response to the shirt, especially during the pandemic, has been something I wasn’t expecting. It has inspired people to quite literally reach out and touch me with a pat of gratitude for the reminder. We are overwhelmed, exhausted, confused, and scared, all things that can bring out the worst in people, so a reminder that kindness exists, is possible, and can feel almo...
EP 304: The ROI of DEI (Diversity, Equity, and Inclusion) with Nikki McCord
August 02, 2021 08:00 - 1 hour - 92.5 MBThere’s no denying that the call for diversity, equity, and inclusion has never been louder. In the middle of it all, agencies are trying to embrace change internally at the same time they are guiding clients on how to incorporate genuine representation, making us students and guides at the same time. It can be uncomfortable, awkward, and overwhelming, especially to dominant communities who have no real-world experience with marginalization. Nikki McCord turned her political science degre...