2Bobs—with David C. Baker and Blair Enns If I Were Starting a New Firm
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Mar 11, 2026 David C. Baker, seasoned consultant and author on agency strategy, shares what he would build into a new creative firm. He discusses all-remote operations with city anchoring, non-equal ownership and paid advisory boards. He outlines tight leadership meetings, productized modules over hourly billing, transparent pay and financials, selective client limits, and performance-based fees.
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Matilda The No-Nonsense Value Ops Enforcer
- Matilda is a tough, experienced value-ops lead who handles RFPs and procurement to protect margins.
- She reads contracts, makes procurement painful when needed, and ensures deals align with firm value and low cost to win.
Staff With Articulate Generalists Not Many Junior Admins
- Hire articulate staff who can represent the firm in client-facing situations instead of many junior admins.
- Every team member should handle client calls confidently so leaders aren't the sole face of the firm.
Publish Salaries And Co-Create Individual Incentives
- Make individual compensation and incentive plans transparent within the firm to align motivation.
- Co-create personalized incentives with each person, but publish salaries so pay disparities are visible and managed.