EP.42 – The Service Ladder: Greg Hickman on Productization and Building Lean Agencies
In this episode of Retained Trust, host Karl Hughes speaks with Greg Hickman, founder of Alt Agency. Greg shares his journey from running a full-service marketing automation agency to building a lean education and consulting company focused on helping agencies productize their services. They explore why productizing isn’t the enemy of creativity, how agency owners can structure a “service ladder” to match different buyer types, and the importance of self-awareness when defining success. Greg also breaks down the pitfalls of chasing scale without intention and why YouTube became his content platform of choice.
Key Points From This Episode:
[00:01:06] Greg Hickman’s background and the early evolution of Alt Agency
[00:04:38] First leveraged offer and shift toward productized consulting
[00:06:28] The “service ladder” and different types of agency buyers
[00:10:04] A PPC agency example of tiered offerings across buyer types
[00:13:34] Delivering the same outcome via different vehicles
[00:18:46] What holds agencies back from productizing services
[00:20:33] Common resistance among creative agency owners
[00:23:48] Fears around limiting client work and missing opportunities
[00:24:40] The influence of “Built to Sell” and the spectrum of productization
[00:27:02] Scaling back from 13-person team to a leaner model
[00:29:12] Creating a business that supports your ideal lifestyle
[00:31:38] Avoiding blind emulation of others’ definitions of success
[00:34:28] The value of entrepreneurial community and shared experience
[00:36:37] Greg’s hot take on LinkedIn vs. YouTube for client acquisition
[00:39:29] Picking content platforms that play to your strengths
[00:43:54] Book recommendation: Die With Zero by Bill Perkins
[00:47:52] Rethinking the size and complexity of success
Links:
- Greg Hickman on LinkedIn: https://www.linkedin.com/in/gregoryjhickman
- Alt Agency: https://altagency.com
- Karl Hughes on LinkedIn: https://www.linkedin.com/in/karllhughes
- Production and editing by The Podcast Consultant: https://thepodcastconsultant.com
