Ep 103 – Greg Hickman, AltAgency – Simplify, Productize, Scale

Featuring: Greg Hickman, AltAgency

In episode 103 of Agency Bytes, I sit down with Greg Hickman, founder of Alt Agency and an expert at helping agency owners break free from the time-for-money grind. Greg shares his fascinating journey from the world of big agencies to building his own seven-figure business—while working just 25 hours a week! We dive deep into the pitfalls of the traditional agency model and explore how the Alt Agency approach helps owners productize their services, streamline operations, and reclaim their time.

Greg and I also unpack the difference between productizing and commoditizing agency work (hint: you don’t have to sacrifice creativity for efficiency!). We talk about scaling smart, building systems that don’t drain your soul, and why redefining wealth goes beyond the numbers in your bank account. Plus, Greg shares some personal stories and life lessons about being present for the moments that really matter, in business and at home.

If you’re looking to run a more sustainable and rewarding agency, this is one you won’t want to miss.

Key Bytes • Greg Hickman transitioned from traditional agency roles to founding AllAgency. • The Alt Agency model focuses on monetizing expertise rather than just labor. • Productization of services can lead to greater scalability and efficiency. • Wealth is defined not just by money, but by time and health. • Agencies can benefit from creating multiple service tiers to cater to different client needs. • The lines between agencies, SaaS, and coaching are increasingly blurred. • Building a scalable business requires a shift in mindset and operations. • Automation and systems are key to reducing workload and increasing profits. • Greg's journey highlights the importance of adapting to market needs. • The impact of helping 800 agencies showcases the ripple effect of effective coaching. • Productized services focus on specific outcomes. • Systematization helps agencies improve efficiency and profitability. • Lead generation is crucial for agency success. • Productization simplifies marketing and client management. • Agencies often lose money due to inefficient pricing models. • Creativity can thrive within a productized framework. • Differentiation is key to avoiding commoditization. • Personal growth involves learning from past experiences. • Being present in personal life enhances overall happiness. • Enjoying the journey is as important as the destination.

Chapters 00:00 Introduction to Agency Bites and Guest Background 01:30 Greg's Journey in the Agency World 04:21 Transitioning to the Alt Agency Model 07:37 The Evolution of Services and Client Focus 10:40 Impact and Scale of the Alt Agency Model 12:59 Defining Wealth Beyond Money 13:31 Understanding the Alt Agency Model 19:54 Building a Scalable Offer Suite 21:31 Transforming Agency Services into Productized Offerings 24:33 The Importance of Systematization in Agencies 27:52 Lead Generation and Client Retention Challenges 30:19 Differentiating Productization from Commoditization 33:21 Personal Insights and Life Lessons

Greg Hickman helps agency owners and consultants escape the trap of trading time for money. After nearly two decades working with brands like Pepsi, AT&T, and the NY Jets, Greg built his own marketing automation agency and built funnels and systems for entrepreneurs like Dan Martell, Chris Ducker, John Lee Dumas, Jasmin Star, Nerd Fitness, and more. Now through AltAgency, he's helped over 800+ service providers build profitable, sustainable businesses by productizing their services and monetizing their expertise. Greg runs his 7-figure business working 3-4 days per week (most weeks), taking Fridays off for mountain biking, and wants to help others learn how to do the same. His unique approach helps owners ‘scale’ profits without