Book Review · The Agency – Build, Grow, Repeat

Reading another excellent book.
Reading another excellent.

A story worth reading on developing a digital marketing agency.  302 pages.  Business management, digital marketing.  I think many would readily connect with Luca’s backstory of years of initial struggle before serendipitously discovering his niche in life.

I love how organized Luca wrote the book.  The title itself outlines the contents and leaves the reader with a way of thinking that organizes into success.  Even if one doesn’t intend to create a marketing firm, he can use this as an example of how to write a book.

Like many other bestselling internet marketers, Luca doesn’t go into the tactics or step-by-step instructions on button-pushing.  Technology today moves too fast.  He aims for a more evergreen approach in sharing his strategies and principles leading up to his success.  The following represent three of my biggest takeaways from each section of the book.


Build.  Purpose-driven, flat, and fast.  Within this section of the book, Luca shares a description of the general structure of his agency.  He emphasizes purpose first.  Our previous generations seem to hate getting asked why, but what other question proves more critical?  What other question drives the team during uncertainty?  Luca also shares the importance of flattening hierarchies and decentralization to achieve the speed needed to win in today’s world.


Grow.  Attend networking events, and conduct networking events.  Among the chapters in this part, the mention of leading a networking event triggered a lightbulb moment for me.  As in, “Oh, yeah.  Why didn’t I think of that?”  Call it a house party in today’s world of COVID-19 or hold a virtual get-together.  But you don’t have to wait for someone else to announce an event.


Repeat (or Scale). Avoid weak language.  Well, among the other principles in this section, this one resonated with me as an author.  Too many written systems, as well as correspondence, suffer from fillers – words that don’t further value.  One easy hack to discover the written equivalents of “umm” or “so…” consists of simply asking whether a portion of writing contributes to the intended message.  It seems obvious, but many of us don’t write the way we speak.  In so doing, we swing the metaphorical pendulum too far the other way, into wordiness and trying too hard to sound smart.