Scaling a people-driven business – whether it’s an agency, consultancy or service firm – is a unique challenge. Unlike product-based businesses, where scaling often means improving production or optimising logistics, growth here depends on the strength of your team, leadership and culture.

In a recent video, our founder, Simon Penson, shared three critical lessons from his experience in scaling businesses. If you’re an agency owner navigating the complexities of growth, these insights are invaluable.

1. Better People > Bigger Team

One of the most common mistakes in scaling is hiring rapidly without focusing on quality. It’s easy to assume that more people equal more output, but that’s not always the case. Instead, the key is bringing in the right people – individuals who align with your vision, thrive in a high-performance culture and bring strategic value to the organisation.

💡 Actionable Takeaway: Prioritise hiring for mindset and cultural fit over just experience. A small team of A-players will outperform a large team of average performers.

2. Your 3 Generals: The Leadership That Drives Growth

As you scale, your role as a founder evolves. You can’t (and shouldn’t) be involved in every decision. Instead, you need three key leaders – your “Generals” – who will take ownership of critical areas:

  • Operations Lead: Ensuring smooth execution and efficiency in day-to-day work.
  • Sales & Growth Lead: Driving revenue, client acquisition and strategic partnerships.
  • People & Culture Lead: Building and maintaining a strong company culture and ensuring team development.

These individuals become the foundation of your leadership team, allowing you to focus on vision and strategy rather than day-to-day firefighting.

💡 Actionable Takeaway: Identify or develop these key leaders early. Empower them with autonomy, but ensure they’re aligned with your mission and values.

3. Raising the Bar: High-Performance Culture Wins

Growth isn’t just about structure – it’s about standards. A high-performance culture doesn’t happen by accident; it’s built through clear expectations, accountability, and a commitment to excellence. If you’re scaling, you need to ensure that everyone in your team understands what “great” looks like and is continuously striving for it.

💡 Actionable Takeaway: Implement regular feedback loops, set clear performance expectations, and celebrate high achievers. Creating a culture of continuous improvement ensures that as you grow, your standards remain high.

Final Thoughts

Scaling a people-based business is hard, but the right approach makes all the difference. By focusing on better people, building strong leadership, and fostering a high-performance culture, you can scale with intention – and without losing what made your business special in the first place.