Your Agency’s Growth Direction: What Is Your Point B?
Your Agency’s Growth Direction: What Is Your Point B?
Most agency owners know what they no longer want. No bad clients. Fewer hours. More peace of mind. But ask them what they do want, specifically, two years from now, and you get vagueness. A feeling. A direction that leads nowhere.
That is not a strategy. That is hoping you will end up somewhere.
Most agency owners know what they no longer want. No bad clients. Fewer hours. More peace of mind. But ask them what they do want, specifically, two years from now, and you get vagueness. A feeling. A direction that leads nowhere.
That is not a strategy. That is hoping you will end up somewhere.
Worked with agencies around the world
This is not a mission and vision exercise
Let me turn the question around. You do not need an inspirational statement. You need a destination. Point B is as simple as it sounds: where are you going? Not as a feeling, but as a fact. Concrete enough to say yes or no to it. Concrete enough to evaluate a client against it. Concrete enough to determine whether the decisions you make this week are aligned or not.
If you cannot say your Point B in two sentences without hesitating, you do not have one.
That is not a judgment. It is a diagnosis. Most founders have a vague picture of where they want to go. Vague enough to always claim that something still fits, and precisely because of that, vague enough to never say no to anything.
This is not a mission and vision exercise
Let me turn the question around. You do not need an inspirational statement. You need a destination. Point B is as simple as it sounds: where are you going? Not as a feeling, but as a fact. Concrete enough to say yes or no to it. Concrete enough to evaluate a client against it. Concrete enough to determine whether the decisions you make this week are aligned or not.
If you cannot say your Point B in two sentences without hesitating, you do not have one.
That is not a judgment. It is a diagnosis. Most founders have a vague picture of where they want to go. Vague enough to always claim that something still fits, and precisely because of that, vague enough to never say no to anything.
This is not a mission and vision exercise
Let me turn the question around. You do not need an inspirational statement. You need a destination. Point B is as simple as it sounds: where are you going? Not as a feeling, but as a fact. Concrete enough to say yes or no to it. Concrete enough to evaluate a client against it. Concrete enough to determine whether the decisions you make this week are aligned or not.
If you cannot say your Point B in two sentences without hesitating, you do not have one.
That is not a judgment. It is a diagnosis. Most founders have a vague picture of where they want to go. Vague enough to always claim that something still fits, and precisely because of that, vague enough to never say no to anything.
This is not a mission and vision exercise
Let me turn the question around. You do not need an inspirational statement. You need a destination. Point B is as simple as it sounds: where are you going? Not as a feeling, but as a fact. Concrete enough to say yes or no to it. Concrete enough to evaluate a client against it. Concrete enough to determine whether the decisions you make this week are aligned or not.
What happens without a clear Point B
A ship without a course does not sail randomly. It follows the current. The client who comes along. The inquiry that lands in your inbox. The project that pays well, even though it is not actually a good fit.
That is how you build an agency that grows based on whatever comes your way. After a few years, you have a client portfolio you never consciously chose. You work harder for results that do not bring you closer to your goal.
Because you did not have a goal. You had a direction. And a direction without a destination is simply movement.
Point B as a filter
Here is what Point B does in practice. Imagine you have defined it clearly: two years from now, you are generating half a million in revenue with a team of eight, serving clients in two industries, all on retainers, while you are free from operational work two days a week.
Then you can ask one question with every new client inquiry: does this bring me closer to that picture, or further away from it?
That question also works for team decisions, investments, the services you offer, and the services you stop offering. Point B is not a motivational poster. It is a filter. And a filter only works when it is clear.
A surfer who wants to catch a wave chooses their position before the wave arrives. Anyone who waits until they feel the wave is too late. Point B works the same way: you choose your position now, so you can take hold of the right opportunities when they come your way and let the rest pass.
What happens without a clear Point B
A ship without a course does not sail randomly. It follows the current. The client who comes along. The inquiry that lands in your inbox. The project that pays well, even though it is not actually a good fit.
That is how you build an agency that grows based on whatever comes your way. After a few years, you have a client portfolio you never consciously chose. You work harder for results that do not bring you closer to your goal.
Because you did not have a goal. You had a direction. And a direction without a destination is simply movement.
Point B as a filter
Here is what Point B does in practice. Imagine you have defined it clearly: two years from now, you are generating half a million in revenue with a team of eight, serving clients in two industries, all on retainers, while you are free from operational work two days a week.
Then you can ask one question with every new client inquiry: does this bring me closer to that picture, or further away from it?
That question also works for team decisions, investments, the services you offer, and the services you stop offering. Point B is not a motivational poster. It is a filter. And a filter only works when it is clear.
A surfer who wants to catch a wave chooses their position before the wave arrives. Anyone who waits until they feel the wave is too late. Point B works the same way: you choose your position now, so you can take hold of the right opportunities when they come your way and let the rest pass.
What Point B is not
A sentence such as "we help entrepreneurs grow" is not a destination. It is a description of what you do. A destination says where your agency will be in two years, not what you do for others.
The destination itself is concrete: a type of client, a scale, a way of working, a point in time.
What Point B is not
A sentence such as "we help entrepreneurs grow" is not a destination. It is a description of what you do. A destination says where your agency will be in two years, not what you do for others.
The destination itself is concrete: a type of client, a scale, a way of working, a point in time.
How to make it clear
The two-sentence test is the starting point. Say your Point B out loud. Not in your head, but out loud. Notice where you hesitate. Where you add extra detail. Where you introduce a condition.
Every hesitation is information. Either the number is not concrete enough. Or you do not believe in it yet. Or you know it is not right, but you are not ready to say so.
The test for whether your Point B is truly clear is this: can you evaluate a client against it? Say out loud: does this client fit my Point B? If you have to think about it for a moment, the answer is no.
When Point B is clear, creating the vacuum works: you can make the destination concrete with a date, an obligation, or a commitment that is already locked in. Then Point B pulls you forward, instead of you hoping to move toward it. You can read more about that mechanism at create the vacuum.
The first step
Write it down. Two sentences. No conditions, no "it depends."
Put it down. Leave it for a week. Then look at whether every decision you made that week aligns with it. If you can name one decision that you now know you would have made differently if you had kept your Point B clearly in mind, then you know enough.
Point B is the S in SHARP: Set Your Direction. It is the foundation on which everything else is built. Without direction, agency standards have nothing to anchor themselves to.
What is your Point B, and can you say it now in two sentences without hesitating?
How to make it clear
The two-sentence test is the starting point. Say your Point B out loud. Not in your head, but out loud. Notice where you hesitate. Where you add extra detail. Where you introduce a condition.
Every hesitation is information. Either the number is not concrete enough. Or you do not believe in it yet. Or you know it is not right, but you are not ready to say so.
The test for whether your Point B is truly clear is this: can you evaluate a client against it? Say out loud: does this client fit my Point B? If you have to think about it for a moment, the answer is no.
When Point B is clear, creating the vacuum works: you can make the destination concrete with a date, an obligation, or a commitment that is already locked in. Then Point B pulls you forward, instead of you hoping to move toward it. You can read more about that mechanism at create the vacuum.
The first step
Write it down. Two sentences. No conditions, no "it depends."
Put it down. Leave it for a week. Then look at whether every decision you made that week aligns with it. If you can name one decision that you now know you would have made differently if you had kept your Point B clearly in mind, then you know enough.
Point B is the S in SHARP: Set Your Direction. It is the foundation on which everything else is built. Without direction, agency standards have nothing to anchor themselves to.
What is your Point B, and can you say it now in two sentences without hesitating?
Ready to step out of the middle of your own agency?
If you want to identify which lever is creating the biggest bottleneck in your agency, the Standards Assessment is the logical place to start.
Founders who set the standard
"Backlink has grown, we have become way more sales driven, and the standards inside the team are higher than they have ever been. Not just what we deliver to clients, but how we hold each other accountable internally. It's uncomfortable sometimes, but that's also why the results are here right now."
Thomas van Miert
Backlink.nl & Flowboost Group
“I knew I was capable of more. Stuck at €10k per month, I wanted to build a company. A team. With Chris, we looked at who I am, what truly matters, and built a new proposition. That helped me launch a coaching program and land 2 multinational clients, taking me to €50k per month and hiring real team members."
Lucia van den Brink
Founder The Initial
"Chris installed the systems that took me out of the daily delivery. The agency now runs on standards and processes instead of on me. I went from being the bottleneck to leading the business. If you want to stop being the most senior operator in your own agency and actually own it, work with Chris."
William Duijzer
Founder Wild Digital
"Chris sees through you and your business in a way you can't yet see yourself. He made it radically simple how to scale what I'm great at. The result: 3x revenue. Without him I'd be doing interim work. Now I run the business the market is screaming for. You need that outside lens. Chris gives it to you."
Malou Nellissen
Founder Vertis Ops
"I've worked with Chris for three years now. What sets him apart is the clarity he brings. He turns grey areas back into black and white. Not by oversimplifying, but by setting a clear standard you can measure yourself against. He works from a blueprint for success, so we cut straight to the core every time."
Irene Krommendijk
Managing Director Yonego
Chris is always pushing you to your limits, in a good way. After a few sessions I already started to see changes in my mindset on a personal and business level. Those changes reflect in the way we operate our agency now. If you're looking for someone to help you break through growth ceilings, Chris is it.
Dani Rijff
Founder RocketCare
"Backlink has grown, we have become way more sales driven, and the standards inside the team are higher than they have ever been. Not just what we deliver to clients, but how we hold each other accountable internally. It's uncomfortable sometimes, but that's also why the results are here right now."
Thomas van Miert
Backlink.nl & Flowboost Group
“I knew I was capable of more. Stuck at €10k per month, I wanted to build a company. A team. With Chris, we looked at who I am, what truly matters, and built a new proposition. That helped me launch a coaching program and land 2 multinational clients, taking me to €50k per month and hiring real team members."
Lucia van den Brink
Founder The Initial
"Chris installed the systems that took me out of the daily delivery. The agency now runs on standards and processes instead of on me. I went from being the bottleneck to leading the business. If you want to stop being the most senior operator in your own agency and actually own it, work with Chris."
William Duijzer
Founder Wild Digital
"Chris sees through you and your business in a way you can't yet see yourself. He made it radically simple how to scale what I'm great at. The result: 3x revenue. Without him I'd be doing interim work. Now I run the business the market is screaming for. You need that outside lens. Chris gives it to you."
Malou Nellissen
Founder Vertis Ops
"I've worked with Chris for three years now. What sets him apart is the clarity he brings. He turns grey areas back into black and white. Not by oversimplifying, but by setting a clear standard you can measure yourself against. He works from a blueprint for success, so we cut straight to the core every time."
Irene Krommendijk
Managing Director Yonego
Chris is always pushing you to your limits, in a good way. After a few sessions I already started to see changes in my mindset on a personal and business level. Those changes reflect in the way we operate our agency now. If you're looking for someone to help you break through growth ceilings, Chris is it.
Dani Rijff
Founder RocketCare
"Backlink has grown, we have become way more sales driven, and the standards inside the team are higher than they have ever been. Not just what we deliver to clients, but how we hold each other accountable internally. It's uncomfortable sometimes, but that's also why the results are here right now."
Thomas van Miert
Backlink.nl & Flowboost Group
“I knew I was capable of more. Stuck at €10k per month, I wanted to build a company. A team. With Chris, we looked at who I am, what truly matters, and built a new proposition. That helped me launch a coaching program and land 2 multinational clients, taking me to €50k per month and hiring real team members."
Lucia van den Brink
Founder The Initial
"Chris installed the systems that took me out of the daily delivery. The agency now runs on standards and processes instead of on me. I went from being the bottleneck to leading the business. If you want to stop being the most senior operator in your own agency and actually own it, work with Chris."
William Duijzer
Founder Wild Digital
"Chris sees through you and your business in a way you can't yet see yourself. He made it radically simple how to scale what I'm great at. The result: 3x revenue. Without him I'd be doing interim work. Now I run the business the market is screaming for. You need that outside lens. Chris gives it to you."
Malou Nellissen
Founder Vertis Ops
"I've worked with Chris for three years now. What sets him apart is the clarity he brings. He turns grey areas back into black and white. Not by oversimplifying, but by setting a clear standard you can measure yourself against. He works from a blueprint for success, so we cut straight to the core every time."
Irene Krommendijk
Managing Director Yonego
Chris is always pushing you to your limits, in a good way. After a few sessions I already started to see changes in my mindset on a personal and business level. Those changes reflect in the way we operate our agency now. If you're looking for someone to help you break through growth ceilings, Chris is it.
Dani Rijff
Founder RocketCare
Founders who set the standard
"Backlink has grown, we have become way more sales driven, and the standards inside the team are higher than they have ever been. Not just what we deliver to clients, but how we hold each other accountable internally. It's uncomfortable sometimes, but that's also why the results are here right now."
Thomas van Miert
Backlink.nl & Flowboost Group
“I knew I was capable of more. Stuck at €10k per month, I wanted to build a company. A team. With Chris, we looked at who I am, what truly matters, and built a new proposition. That helped me launch a coaching program and land 2 multinational clients, taking me to €50k per month and hiring real team members."
Lucia van den Brink
Founder The Initial
"Chris installed the systems that took me out of the daily delivery. The agency now runs on standards and processes instead of on me. I went from being the bottleneck to leading the business. If you want to stop being the most senior operator in your own agency and actually own it, work with Chris."
William Duijzer
Founder Wild Digital
Backlink has grown, we have become way more sales driven, and the standards inside the team are higher than they have ever been. Not just what we deliver to clients, but how we hold each other accountable internally. It's uncomfortable sometimes, but that's also why the results are here right now.
Malou Nellissen
Co-founder Backlink.nl
"I've worked with Chris for three years now. What sets him apart is the clarity he brings. He turns grey areas back into black and white. Not by oversimplifying, but by setting a clear standard you can measure yourself against. He works from a blueprint for success, so we cut straight to the core every time."
Irene Krommendijk
Managing Director Yonego
Chris is always pushing you to your limits, in a good way. After a few sessions I already started to see changes in my mindset on a personal and business level. Those changes reflect in the way we operate our agency now. If you're looking for someone to help you break through growth ceilings, Chris is it.
Dani Rijff
Founder RocketCare
"Backlink has grown, we have become way more sales driven, and the standards inside the team are higher than they have ever been. Not just what we deliver to clients, but how we hold each other accountable internally. It's uncomfortable sometimes, but that's also why the results are here right now."
Thomas van Miert
Backlink.nl & Flowboost Group
“I knew I was capable of more. Stuck at €10k per month, I wanted to build a company. A team. With Chris, we looked at who I am, what truly matters, and built a new proposition. That helped me launch a coaching program and land 2 multinational clients, taking me to €50k per month and hiring real team members."
Lucia van den Brink
Founder The Initial
"Chris installed the systems that took me out of the daily delivery. The agency now runs on standards and processes instead of on me. I went from being the bottleneck to leading the business. If you want to stop being the most senior operator in your own agency and actually own it, work with Chris."
William Duijzer
Founder Wild Digital
Backlink has grown, we have become way more sales driven, and the standards inside the team are higher than they have ever been. Not just what we deliver to clients, but how we hold each other accountable internally. It's uncomfortable sometimes, but that's also why the results are here right now.
Malou Nellissen
Co-founder Backlink.nl
"I've worked with Chris for three years now. What sets him apart is the clarity he brings. He turns grey areas back into black and white. Not by oversimplifying, but by setting a clear standard you can measure yourself against. He works from a blueprint for success, so we cut straight to the core every time."
Irene Krommendijk
Managing Director Yonego
Chris is always pushing you to your limits, in a good way. After a few sessions I already started to see changes in my mindset on a personal and business level. Those changes reflect in the way we operate our agency now. If you're looking for someone to help you break through growth ceilings, Chris is it.
Dani Rijff
Founder RocketCare
"Backlink has grown, we have become way more sales driven, and the standards inside the team are higher than they have ever been. Not just what we deliver to clients, but how we hold each other accountable internally. It's uncomfortable sometimes, but that's also why the results are here right now."
Thomas van Miert
Backlink.nl & Flowboost Group
“I knew I was capable of more. Stuck at €10k per month, I wanted to build a company. A team. With Chris, we looked at who I am, what truly matters, and built a new proposition. That helped me launch a coaching program and land 2 multinational clients, taking me to €50k per month and hiring real team members."
Lucia van den Brink
Founder The Initial
"Chris installed the systems that took me out of the daily delivery. The agency now runs on standards and processes instead of on me. I went from being the bottleneck to leading the business. If you want to stop being the most senior operator in your own agency and actually own it, work with Chris."
William Duijzer
Founder Wild Digital
Backlink has grown, we have become way more sales driven, and the standards inside the team are higher than they have ever been. Not just what we deliver to clients, but how we hold each other accountable internally. It's uncomfortable sometimes, but that's also why the results are here right now.
Malou Nellissen
Co-founder Backlink.nl
"I've worked with Chris for three years now. What sets him apart is the clarity he brings. He turns grey areas back into black and white. Not by oversimplifying, but by setting a clear standard you can measure yourself against. He works from a blueprint for success, so we cut straight to the core every time."
Irene Krommendijk
Managing Director Yonego
Chris is always pushing you to your limits, in a good way. After a few sessions I already started to see changes in my mindset on a personal and business level. Those changes reflect in the way we operate our agency now. If you're looking for someone to help you break through growth ceilings, Chris is it.
Dani Rijff
Founder RocketCare
Founders who set the standard
"Backlink has grown, we have become way more sales driven, and the standards inside the team are higher than they have ever been. Not just what we deliver to clients, but how we hold each other accountable internally. It's uncomfortable sometimes, but that's also why the results are here right now."
Thomas van Miert
Backlink.nl & Flowboost Group
“I knew I was capable of more. Stuck at €10k per month, I wanted to build a company. A team. With Chris, we looked at who I am, what truly matters, and built a new proposition. That helped me launch a coaching program and land 2 multinational clients, taking me to €50k per month and hiring real team members."
Lucia van den Brink
Founder The Initial
"Chris installed the systems that took me out of the daily delivery. The agency now runs on standards and processes instead of on me. I went from being the bottleneck to leading the business. If you want to stop being the most senior operator in your own agency and actually own it, work with Chris."
William Duijzer
Founder Wild Digital
Founders who set the standard
"Backlink has grown, we have become way more sales driven, and the standards inside the team are higher than they have ever been. Not just what we deliver to clients, but how we hold each other accountable internally. It's uncomfortable sometimes, but that's also why the results are here right now."
Thomas van Miert
Backlink.nl & Flowboost Group
“I knew I was capable of more. Stuck at €10k per month, I wanted to build a company. A team. With Chris, we looked at who I am, what truly matters, and built a new proposition. That helped me launch a coaching program and land 2 multinational clients, taking me to €50k per month and hiring real team members."
Lucia van den Brink
Founder The Initial
"Chris installed the systems that took me out of the daily delivery. The agency now runs on standards and processes instead of on me. I went from being the bottleneck to leading the business. If you want to stop being the most senior operator in your own agency and actually own it, work with Chris."
William Duijzer
Founder Wild Digital
Ready to step out of the middle of your own agency?
If you want to identify which lever is creating the biggest bottleneck in your agency, the Standards Assessment is the logical place to start.