There is no growth without a plan: Implementing strategic change - taking your strategy from the boardroom & into the agency

She is Freia Muehlenbein, the owner of Be Reyt Agency Advisory. She is an agency growth and operations advisor based in Leeds, UK, and she excited to talk about one of her favourite topics: how to take strategy out of the boardroom and embed it across your agency. Because the truth is—there’s no sustainable growth without a plan.

Why Size Changes Strategy

Your approach to strategy depends on your agency’s size. If you’re a founder leading a team of fewer than 10, growth tends to happen organically—driven by your energy, experimentation, and vision. But once you start scaling past that, organic growth alone isn’t enough.

When you hit 10+ people, it’s time to build structures around you and shift from reactive decisions to deliberate strategic planning. By the time you’re at 30, 40, or 50+ people, having a clear, actionable plan is essential. Your senior team and board need to carry that strategy through the entire agency.

They Need Help With This

If you’re thinking, “This is too much for us to manage”— you’re not alone.

- There are plenty of tools and frameworks like EOS or OKRs to help keep strategy on track.

- Consider learning more about change management—Melanie Franklin is a brilliant expert Freia recommends.

- Work with consultants, non-execs, and advisors who guide agencies through this process and offer accountability support.

- Look into funded local programs, peer accountability groups, coaches, and agency networks. There’s plenty of support out there to help you succeed.

Most importantly: Put someone in charge to manage your strategic process. This person ideally has oversight of all areas of the agency, is well-organised, and not scared of holding people to account.