In this episode of Retained Trust, host Karl Hughes talks with Rebecca Mosner, co-founder of Maximize Partners, about the agency’s journey from a developer-focused content marketplace to a high-touch consultancy. Rebecca shares how she and her team 10x’d revenue in just four months, the challenges of educating technical founders on marketing value, and why they prefer working with early-stage startups over enterprise clients. They also explore hiring strategies, building a strong team culture, and how Maximize balances hands-on delivery with scalable growth. Tune in for a candid, detailed look at what it takes to grow a specialized digital agency.

Key Points From This Episode:

[00:00:00] Rebecca shares how Maximize Partners 10x’d revenue in four months.

[00:02:06] Her background at DigitalOcean and MongoDB and how it shaped her approach.

[00:05:21] Origin and evolution of Sponsored, a marketplace for developer content creators.

[00:08:27] Transitioning from a marketplace model to a full-service agency.

[00:11:58] Educating technical founders on the value of marketing.

[00:14:04] Marketing’s role in standing out in the crowded dev tools landscape.

[00:15:51] Why Maximize avoids long-term enterprise engagements.

[00:21:00] Leveraging VCs, networks, and reciprocity for client acquisition.

[00:24:23] Using non-spammy BDR outreach to grow pipeline via LinkedIn.

[00:27:56] Maintaining hands-on delivery and scaling via a vetted expert network.

[00:32:27] Long-term strategy for hiring and expanding the partner model.

[00:35:55] Rebecca on what keeps her motivated: great clients and a great team.

[00:39:44] The hardest parts: dealing with uncertainty and market timing.

[00:43:58] Books and media that shape Rebecca’s perspective (and what doesn’t).

[00:46:24] Goals for next year: hiring, scaling, and investing more in clients.

Links:

• Rebecca Mosner on LinkedIn: https://www.linkedin.com/in/rebecca-mosner/
• Maximize: https://maximize.partners/
• Karl Hughes on LinkedIn: https://www.linkedin.com/in/karllhughes
• Production and editing by The Podcast Consultant: https://thepodcastconsultant.com

In this episode of Retained Trust, host Karl Hughes sits down with Garrett Mehrguth, founder of Directive and Abe, to unpack what it really takes to build, scale, and sustain a high-performing digital agency. Garrett shares why he's drawn to the constant reinvention required in agency life, how he structures leadership across multiple teams, and the bold bets he's making—like launching a new LinkedIn ads agency and buying others through his HoldCo, More Good Capital. From hiring to contracting, reinvesting profit, and knowing when to acquire versus build, Garrett brings candid, high-energy insight for founders navigating uncertain markets and aggressive goals.

Key Points From This Episode:

[00:00:00] Garrett's passion for the complexity and human challenges of agency work

[00:04:01] Why the idea of “elevating out” of your business is a myth

[00:06:08] Garrett’s executive structure and leadership style at Directive

[00:08:12] How he sets pace and alignment through strategic initiative planning

[00:12:14] The need for constant service reinvention in marketing agencies

[00:14:35] How Garrett tested and scaled paid channels with gift card demos

[00:17:46] Why proper contracting and LTV shape agency scalability

[00:20:56] The value of tightly focusing on one service for one persona

[00:23:17] Smart cross-selling: building services based on client delivery pain points

[00:24:14] Why Garrett launched Abe, a LinkedIn-only ads agency

[00:26:53] Directive vs. Abe: how focus improves clarity and execution

[00:28:23] The logic behind pre-hiring and betting big once a year

[00:29:11] Shifting from mid-market to extremes: startups and incumbents

[00:32:45] Garrett’s take on the myth of “passive income” from agency ownership

[00:34:22] Using acquisitions to gain capabilities and reduce CAC

[00:36:55] What makes an agency acquisition worthwhile (and what doesn’t)

[00:38:10] Lessons from failed expansions and why he'd buy instead of build

[00:41:20] Why coaching other agency founders is Garrett’s favorite work

[00:44:05] How most growth challenges tie back to leadership and structure

[00:47:47] Book recommendations on professional services, hiring, and strategy

Links:

• Garrett Mehrguth on LinkedIn: https://www.linkedin.com/in/garrettmehrguth/
• Directive: https://directiveconsulting.com/
• Karl Hughes on LinkedIn: https://www.linkedin.com/in/karllhughes
• Production and editing by The Podcast Consultant: https://thepodcastconsultant.com

In this episode of Retained Trust, host Karl Hughes speaks with Aman Ghataura, founder of The Media Engine, about his evolution from a number two in a digital agency to starting and scaling his own business. Aman shares how his early agency experiences shaped his understanding of growth, and why he believes personal branding—especially on LinkedIn—is the most undervalued opportunity for agency owners today. The conversation explores cold email challenges, leveraging lead magnets, and AI’s growing role in agency operations. Tune in for a practical breakdown of long-term marketing strategy, client targeting, and building a consistent inbound pipeline.

Key Points From This Episode:

[00:00:00] Aman reflects on transitioning from number two to starting his own agency.

[00:02:31] Insights gained from leading inside someone else’s business.

[00:04:41] Why personal branding is the overlooked growth channel.

[00:07:28] LinkedIn as a golden opportunity for impressions and inbound leads.

[00:09:20] Why most agency owners don’t commit to personal branding.

[00:13:17] The changing landscape and difficulty of cold email.

[00:17:27] LinkedIn spam detection and outreach effectiveness.

[00:20:24] Balancing long-term strategy with chasing growth hacks.

[00:25:26] Aman’s lead magnet strategy for driving inbound leads on LinkedIn.

[00:29:40] Creating problem-aware audiences and converting them to clients.

[00:31:01] Why unclear ideal client profiles hold agencies back.

[00:36:58] Experimenting with niche messaging without changing your whole business.

[00:40:15] Incorporating AI in content production and agency workflows.

[00:43:23] Why larger companies outsource risk as much as output.

[00:47:33] Using AI to generate content faster without compromising quality.

[00:49:03] Revisiting “The E-Myth” and applying it to agency growth.

Links:

• Aman Ghataura on LinkedIn: https://www.linkedin.com/in/amangrowth/?originalSubdomain=uk
• The Media Engine: https://www.themediaengine.co/
• Karl Hughes on LinkedIn: https://www.linkedin.com/in/karllhughes
• Production and editing by The Podcast Consultant: https://thepodcastconsultant.com

In this episode of Retained Trust, host Karl Hughes speaks with John Doherty, founder of EditorNinja. John recounts the winding path from running a marketplace agency to building a thriving productized editing service. The two dig into the challenges of scaling, lessons from running managed marketplaces, and the operational trade-offs of productization. John shares what makes EditorNinja’s model sustainable, why flexible staffing is crucial, and how personal contentment plays a role in entrepreneurial growth. Whether you're scaling an agency or considering productized services, this episode is packed with grounded wisdom.

Key Points From This Episode:

[00:00:00] John Doherty explains why he sold a marketplace business to focus on EditorNinja.

[00:01:48] The early days and first revenue from Credo’s lead generation model.

[00:04:57] Why marketplaces are hard to scale and how the pandemic disrupted a promising trajectory.

[00:07:12] Quality control and margin challenges in marketplace models.

[00:09:27] Building a managed service first as a strategic choice for long-term marketplace potential.

[00:11:25] The power of unfair advantages when launching a new business.

[00:13:02] How EditorNinja built an early talent pool of professional editors.

[00:15:27] The real value agencies add for both clients and freelancers.

[00:18:45] Why productization improves delivery and simplifies operations.

[00:21:38] Flexibility within a productized service—balancing standard offerings with custom needs.

[00:25:20] How productization makes sales more straightforward and scalable.

[00:29:06] Hiring and capacity planning when working with flexible, fractional talent.

[00:31:29] Incentivizing availability with minimum guaranteed payments.

[00:33:08] Why early-stage agencies shouldn’t start fully productized.

[00:36:34] Scaling requires expanding either services or target markets.

[00:38:08] Aligning opportunity vehicles with your skills and ambitions.

[00:41:32] Decoupling personal happiness from business outcomes.

[00:45:30] Reframing interruptions as privileges of entrepreneurship.

[00:47:05] Building an internal and external support network as a founder.

[00:48:59] John’s go-to book: The 4-Hour Workweek by Tim Ferriss.

Links:

• John Doherty on LinkedIn: https://www.linkedin.com/in/johnfdoherty/
• EditorNinja: https://editorninja.com/
• Karl Hughes on LinkedIn: https://www.linkedin.com/in/karllhughes
• Production and editing by The Podcast Consultant: https://thepodcastconsultant.com

In this episode of Retained Trust, host Karl Hughes speaks with Susan Tyson, a fractional CMO and author based in Chicago. Susan breaks down how small business owners can handle marketing strategy without fluff or jargon. With a direct and practical style, she shares lessons from a decade of consulting and decades more in marketing across industries. From the value of a one-page strategy to the power of consistent branding and effective SEO, Susan highlights what works—and what wastes your time. They also explore how agency owners can benefit from outside perspective and leadership, and why trust and clarity matter more than trendy tactics.

Key Points From This Episode:

[00:00:00] Susan’s approach to working with B2B small business owners.

[00:03:42] Why trust is a core part of every marketing relationship.

[00:04:35] The value of marketing basics over shiny trends.

[00:05:15] Strategy as a necessary—not optional—foundation.

[00:07:35] Susan’s path to fractional CMO work.

[00:08:41] Origins of her book “Marketing Without the Nonsense.”

[00:10:42] Helping business owners lock in their market focus.

[00:13:24] Typical engagements and outcomes for a fractional CMO.

[00:16:14] Using broad industry experience as a consulting strength.

[00:20:29] Elevating junior marketers through mentorship and structure.

[00:22:03] Common pitfalls found during marketing audits.

[00:24:17] Why SEO is not optional—even for small companies.

[00:26:56] Countering the myth that SEO is “too saturated.”

[00:30:05] Leveraging a CMO’s network of specialized experts.

[00:31:52] Why agencies often neglect their own marketing.

[00:33:14] Maximizing LinkedIn as a B2B growth tool.

[00:36:08] Choosing the right channels for agency and service marketing.

[00:38:11] Learning from where your clients spend attention.

[00:40:04] Susan’s favorite marketing reads and influences.

[00:41:48] Where to find and follow Susan online.

Links:

• Susan Tyson on LinkedIn: https://www.linkedin.com/in/susantyson/
• SGTyson: https://sgtyson.com/
• Karl Hughes on LinkedIn: https://www.linkedin.com/in/karllhughes
• Production and editing by The Podcast Consultant: https://thepodcastconsultant.com

In this episode of Retained Trust, host Karl Hughes sits down with leadership coach and entrepreneur Patty Campagna to explore what makes entrepreneurial leadership unique—and challenging. Patty shares her journey from corporate banking to founding Leading Teams Inc., offering grounded insights from decades of working with leaders in startups and Fortune 100 companies. They examine common pitfalls founders face when transitioning from doers to leaders, discuss ego, decision fatigue, and the need for trust, and outline how entrepreneurs can structure teams to thrive without them. If you're building a team—or holding one back—this episode is for you.

Key Points From This Episode:

[00:00:00] Patty's path from corporate banking to discovering professional coaching

[00:04:17] Key differences between leadership in big companies vs. startups

[00:07:40] How fear, ego, and lack of trust limit entrepreneurial growth

[00:12:15] Entrepreneurial leadership archetypes beyond the “visionary on stage”

[00:14:56] Why leadership must evolve as the business scales

[00:17:10] Recognizing and working within your strengths as a founder

[00:20:17] The hard decisions entrepreneurs avoid—and why that hurts

[00:22:30] Moving from “hero” to “coach” to build team ownership

[00:26:19] Creating psychological safety and building trust within your team

[00:28:56] The challenge of consistently communicating vision and values

[00:32:04] Why developing your team should come before doing the work yourself

[00:36:53] Designing your business around personal priorities and sustainability

[00:38:21] Tactics for becoming a better leader: tools, values, and coaching

[00:41:12] How frameworks like Bloom create clarity, accountability, and impact

[00:46:30] Why smaller businesses need scalable systems before it's too late

[00:48:27] Book recommendation: Resonant Leadership and leading with empathy

[00:49:52] Listening to understand—an essential but underused leadership skill

Links:

• Patty Campagna on LinkedIn: https://www.linkedin.com/in/pattycampagna/
• Leading Teams: https://leadingteamsinc.com/
• Karl Hughes on LinkedIn: https://www.linkedin.com/in/karllhughes
• Production and editing by The Podcast Consultant: https://thepodcastconsultant.com

In this episode of Retained Trust, host Karl Hughes is joined by Michael Drew, founder of Book Retreat and a veteran of the publishing world with over 130 New York Times bestsellers under his belt. Michael opens up about his path from a high school dropout to a leader in book marketing, sharing lessons on influence, mentorship, and entrepreneurial growth. The conversation explores Michael’s innovative outlining system that demystifies book writing for non-authors, the structure and strategy behind Book Retreat, and the power of building intellectual and relational capital. They also touch on legacy building, business sustainability, and the importance of giving while alive.

Key Points From This Episode:

[00:00:00] Michael's early life and entry into publishing.

[00:03:15] Creating a New York Times bestseller campaign through radio partnerships.

[00:06:30] The mindset shift that separates entrepreneurs from the rest.

[00:10:12] The importance of mentorship and being chosen by the right people.

[00:14:43] Building intellectual and relationship capital over financial capital.

[00:17:15] Origins and purpose of Book Retreat.

[00:21:27] Michael’s unique outlining system and writing philosophy.

[00:26:01] Book Retreat's structure: writing, editing, and publishing support.

[00:29:54] Balancing creativity with process: “one kernel at a time” writing.

[00:32:19] Marketing vs. content: what drives book success?

[00:36:05] The necessity of polarizing content and defining niche impact.

[00:39:20] Scaling Book Retreat and minimizing founder dependency.

[00:44:38] Legacy, teaching, and platform building.

[00:46:35] Book recommendation: The Happiness Experiment by Carl Barney and the concept of “pre-questing.”

Links:

• Michael Drew on LinkedIn: https://www.linkedin.com/in/michaelrdrew/
• Book Retreat: https://bookretreat.com/
• Karl Hughes on LinkedIn: https://www.linkedin.com/in/karllhughes
• Production and editing by The Podcast Consultant: https://thepodcastconsultant.com