In my experience working at agencies, I’ve come to see that growth often leads to a shift in focus from client success to the agency’s own visibility. What I’ve realized is that traditional agencies, as they grow, naturally fall into a trap where they start prioritizing self-promotion over the very outcomes that clients pay for.

This is where the network model stands apart because it naturally keeps client success at the center by focusing on what truly matters. Let’s talk about this.

The Natural Incentive Problems in Traditional Agency Models

The traditional agency model has inherent issues that push agencies away from their clients’ needs.

As agencies pursue growth, the pressure to land bigger clients and be seen as the “industry leader” becomes overwhelming, often resulting in agencies prioritizing their own brand visibility over client success.

The incentive to promote the agency’s brand creates a distraction. Agencies invest resources into flashy marketing campaigns, awards, and rebranding—things that make them look good but don’t necessarily move the needle for clients. They fall into the trap of working on their own image rather than focusing on what the client needs most.

How Network Structures Inherently Resist "Founder Celebrity" Syndrome

The beauty of the network model is that it prevents the typical “founder celebrity” syndrome that plagues traditional agencies.

In a network-based agency, the focus is on collaboration and delivering results, not building a personal brand. There’s no single founder or face of the agency pushing for visibility. The agency’s success is driven by the collective effort of skilled professionals who are focused on solving client problems.

This creates a culture of collaboration, not competition for the spotlight. Everyone works toward the same goal: ensuring the client succeeds. That’s why, in a network model, it’s easy to avoid the distractions of self-promotion. The focus is on client outcomes because that’s truly what matters.

Redirecting Resources Toward Client Success

A networked structure essentially allocates resources based on the client's success, not to internal vanity projects. Whether it’s bringing in specialized talent or adjusting strategy to meet a client’s evolving needs, resources are used where they’ll have the biggest impact.

Contrast this with traditional agencies, where resources often get tied up in high-margin projects designed to enhance the agency’s brand. While these projects might look great on the surface, they don’t always deliver the tangible results clients expect.

In the network model, every resource is deployed with client success as the only goal in mind.

What to Look for in a Marketing Partner Focused on Your Success

If you’re a founder, agency executive, or marketing leader looking for a new partner, ask yourself these questions:

1. Is the pricing transparent and clear? A good partner will always offer clear, straightforward pricing that aligns with the work being done.

2. Can the partner adapt to your unique needs? Flexibility is key. Network-based agencies can bring in the right talent when needed, providing the exact skills for your project.

3. Is the focus on your success, not their own visibility? Your marketing partner should be more focused on delivering results than promoting their own brand.

4. Do they have a proven track record of delivering results? Ask for examples of how they’ve solved challenges and driven success for past clients.

The Path Forward: A New Agency Model

Web3 marketing is changing. Traditional agencies that focus too much on their own visibility risk losing sight of the most important goal—client success. The network model, with its focus on flexibility, adaptability, and client-centricity, is the future.

So, as you look for your next marketing partner, remember that true success comes from focusing on the client, not the agency’s brand. If you’re serious about getting results, the network model is the way forward.