Most agency founders eventually hit the same quiet crossroads. 

The work is good, the clients are happy, and you’re far from “struggling.” But the pipeline isn’t behaving the way it used to. 

Deals feel slower. Opportunities feel thinner. You catch yourself refreshing your inbox like the universe owes you an apology.

A few moments usually give it away:
 • You see 𝐫𝐞𝐟𝐞𝐫𝐫𝐚𝐥𝐬 𝐬𝐥𝐨𝐰𝐢𝐧𝐠 𝐝𝐨𝐰𝐧 and know they won’t get you to the next stage
 • You watch 𝐧𝐞𝐰 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐨𝐫𝐬 𝐩𝐨𝐩 𝐮𝐩 offering everything and blending you into the noise
 • You catch yourself 𝐥𝐨𝐰𝐞𝐫𝐢𝐧𝐠 𝐲𝐨𝐮𝐫 𝐩𝐫𝐢𝐜𝐞 just to keep the deal moving

Those forces hit at the same time. More competition, more noise, and fewer dependable paths to demand. 

If you don’t have a strong, deliberate way to create inbound or outbound interest, you end up relying on whatever comes your way. That’s when the ceiling appears. 

You know you can grow, but the path isn’t obvious anymore.


Most people think the answer is more tactics. 

More content, more channels, more anything. They want a shiny SOP. 

But tactics don’t fix the structural reason a pipeline thins out. 


The real issue is that 𝐲𝐨𝐮𝐫 𝐩𝐨𝐬𝐢𝐭𝐢𝐨𝐧𝐢𝐧𝐠 𝐢𝐬𝐧’𝐭 𝐝𝐨𝐢𝐧𝐠 𝐭𝐡𝐞 𝐡𝐞𝐚𝐯𝐲 𝐥𝐢𝐟𝐭𝐢𝐧𝐠 across the business. 

It’s not creating clarity. It’s not giving your buyer a reason to choose you. It’s not steering your team’s decisions. 

And without that, you stay dependent on luck.


This is where my work fits. And no, it’s not the part where I pretend there’s a magic template that fixes everything. 

I help agency founders rebuild the foundation so their business creates its own demand instead of waiting for it. 

Not by giving them a sexier tagline or a shinier message, but by tightening positioning in a way that touches everything: the audience you pursue, the problem you solve, the solution you deliver, and the systems your team runs without you hovering.


When it clicks, you feel it fast:
 • Your pipeline steadies because people finally understand why you’re the obvious choice 
 • Sales cycles shorten because your offer stops trying to be everything to everyone 
 • The business stops leaning on you for every decision and starts moving forward on its own


The Dynamic Agency OS is a coaching program that helps founders break out of dependency mode and build a business that stands on its own two feet. 

If you’re tired of gambling your growth on referrals and trying to differentiate in a saturated market, reach out. 

There’s a far cleaner way to build the next stage of your agency.

Chris DuBois

Our new site is live! 

I wanted to kick the year off with new branding because, well, I did the previous version myself. 

It worked fine for getting my business going, but it lacked character. It definitely didn't fully reflect me. 

This version is way closer to the mark. 

Huge shoutout to Chris LaFay from Classic City Consulting for the design and Niranjan Reddy's team at hermitcrabs: advanced HubSpot CMS development & design agency for the dev. 

There are still some pages that need to move over to the new design, and I need better pictures of myself, but I'm a fan of shipping. 

Happy Friday!

Helping marketing agencies gain control of their pipeline | Positioning + Marketing Engines for Sub-$1M Shops

To get more clients from LinkedIn, stop trying to find clients on LinkedIn.

Most agencies are using LinkedIn completely wrong.

They treat it like a discovery channel, pushing their offers and wondering why no one is buying.

Listen here, bucko:

LinkedIn is not a discovery channel; it's for trust-building.

People don't come here to find a solution to their problem. They go to Google, Reddit, or ask their peers.

Then, when someone says "you should check out [PERSON or COMPANY]," they check out your LinkedIn profile.

They scroll your feed to see if you know what you’re talking about. They look for value, for insights, for proof that you understand their world.

If you're only focused on selling, you're skipping the most important step.

Think of your go-to-market strategy in three stages:

Discovery: This happens on channels where people are actively searching for solutions.

Trust-Building: This is LinkedIn's job. Your content, comments, and conversations build credibility over time.

Conversion: This is the natural result of the trust you've built.


Stop trying to be discovered here.

Start creating the content people need to see to build trust.


Special note to the dissenters: Yes, people CAN find you on LinkedIn. And, yes, if you run ads or promote posts, you can bypass the algorithm.

I’m saying, based on how people normally use LinkedIn, it’s a trust-building channel where they follow people they know. Not where they go to find solutions.

#agencymarketing #agencyGTM

PS - This concept was thought and delivered by me in a client meeting, then turned into content by Gia.

Link below to check them out.

Definition of insanity:

Doing the same thing & expecting different results.

Don’t go crazy in 2026 hoping your marketing strategy (built on old advice, random hot takes & LinkedIn gurus) will deliver better results this year.

Instead, join me & 11 other speakers (who just started new roles as Speakers at this year’s DemandShift Summit) as we share the new perspectives you need in each of our specific areas of marketing.

You’ll walk away with the playbooks you need for key channels & tactics to make your 2026 marketing strategy deliver better results than last year.

No matter your team size or industry, I guarantee you’ll find a session (or 2) that will shift your thinking & help you build a better strategy for 2026.

Register for the free, 1-day virtual event right here 👉 https://lnkd.in/eSfqrqRM

Most agencies aren't doing enough.

Yeah, sucks up hear, but it's true.

The reason your campaign isn't making progress is that not enough people are seeing it.

I've got a friend publishing on LinkedIn, and I only see half of his content. 

AND I'VE HIT THE NOTIFICATION BELL.


One of my clients had a record-setting December.

That’s right, the quietest month of the year for nearly all B2B sales.

But here are the numbers that got them there:
1417 emails
322 personalized videos
500ish LinkedIn DMs

And that led to 24 sales calls and over $250k in new revenue.

Would everyone like the amount of required outreach to go down? Yes.

But, do we need the data from that outreach to know what to refine? Yes.

Too often, agencies fire off a LinkedIn post or send a handful of DMs, then wonder why nothing is happening.

I’m not a quantity-over-quality guy, but volume gives you data.

And that data informs your decisions.

Do we keep marketing on these channels?
Do we change the messaging?
Do we tweak the offer?

If you want to win in 2026, you need to ramp up your volume (without becoming spam).

And you need to keep selling. Even when delivery is busy. Keep selling.

Because sometimes, when you take your foot off the gas, the accelerator breaks.

#agencies #marketing

PS - Want some resources that could help? Join the Dynamic Agency Community, where we’ve got an ever-growing resource library for our members.

Most agencies are stuck in a weird loop.

You need more clients to grow, but more clients without better systems just means more chaos.

So you're constantly fixing fires instead of building something that actually works.

I'm speaking at the Scale Your Agency Summit (January 20-22, 2026) with about 20 other agency founders who've figured this out.

We're covering the two things that matter if you want to get off the referral treadmill:

Predictable sales: How to fill your calendar with qualified leads without begging for referrals or praying LinkedIn works this month.

Scalable systems: How to build a team and infrastructure that doesn't fall apart every time you take a day off.


I’m presenting on positioning to help you differentiate yourself from other agencies.

I’m partial to the topic.

Link to grab your free ticket is below.

'I always get annoyed when anybody calls me from a marketing agency.'

Exact words from a prospect to one of my clients.

We see so much junk in outreach on LinkedIn that I think everyone is put off by cold messages.

My advice: Don't defend your industry.

The temptation is to get defensive. To launch into your pitch about how you're "different."

DON'T.

That prospect doesn't trust the category of business you're in. You can't win their trust by defending it.

You have to join their side.

Here's the simple shift we worked on:

When you hear "I've had a bad experience..." 
    • Your Instinct: "Well, we're not like them. We do X, Y, and Z..." 
    • The Better Way: "I'm sorry to hear that. I've heard that a lot. Do you mind telling me what happened so I don't make the same mistakes?"

See the difference?

One is a sales pitch. The other is a conversation.

By asking them to share their story, you're not selling. You're listening. You're showing empathy. You're gathering intelligence on what they actually value.

You move from "annoying salesperson" to "potential ally."

And don’t just do it to sneak your pitch in. Do it because you’re learning what your target audience doesn’t like.

That’s sales gold.


Trust isn't built by telling people you're different. It's built by showing them. And it starts by listening.

Your positioning comes down to how people see you. If your outreach makes you sound like everyone, you're not doing it right. 

#agency #outreach

PS - This post was created from an actual client call by Gia AI. 

My thoughts. Gia’s assistance.

Most agencies get their positioning wrong. 

It's not your fault. 

It's that for some reason, people think "positioning" is as simple as changing the messaging on your site. 

"We help X with Y, without Z." 

That formula is great for the messaging component of your positioning, but it's only a piece. 

If your team isn't living out your company values...

If you're not making decisions based on your belief structure... 

If you're not holding a standard for the specific areas your customer cares about...

Then your positioning is wasted. 

Decide how you want to show up in the market and then live out the path that gets people to see you the way you want to be seen. 


If you want me to give you an honest break down your agency's positioning, shoot me a DM. No call required. 

#agency #positioning

PS - If you like the video, hit up Justin Vajko. He's the producer and nailed it.

Here’s a mindset shift that should be helpful for newer agencies. Maybe older ones, too.

You shouldn't be wondering if you can help someone.

You should be wondering if they have the problem you solve.

If you solve a specific problem, you get reps.
↳ The reps help you with pattern matching.
   ↳ The pattern matching helps you solve the problem faster.
      ↳ The faster you solve the problem, the more reps you can get.

When you ask, “Can I help them?” you start looking for any opportunity.

You’re finding any possible thing you can do, and then trying to sell that.

When you ask, “Do they have this problem?” you start looking to see if they have those symptoms.

You go into a first call in true discovery mode, not sales mode.

And when you’ve confirmed they’re actually in need of a solution, you can confidently offer yours.

That’s half the battle in sales. And you’ve won it, just by focusing your skills.

Offer a solution, not a service.

#agencies #problemmarketing

PS - Did you know I have a weekly newsletter where I talk about stuff like this and provide frameworks to get it done? Link is in the comments.

Michael Klemmer

Founder of Aerial Resupply Coffee | 4x Dad of the Year Award Winner | 2x Entrepreneur | Army Veteran

Every mission I’ve ever been on started with a strong cup of coffee.

After 20 years in the Army, I didn’t want to just make coffee, I wanted to build something that mattered.

Aerial Resupply Coffee is my way of supporting the people I served alongside: military, first responders, and law enforcement. We hire veterans, give back to those still serving, and make damn good coffee while doing it.

This isn’t just business to me, it’s personal.

If you’re looking for coffee with purpose, you’ve found it.

Founder

I own and operate a veteran-themed coffee experience, dedicated to providing premium coffee to you, wherever you may be. I want to enable you to focus on your freedom, happiness, and sense of adventure by providing the necessary fuel for you to start your day, keep it going, or provide comfort. I love what I do, and I'm excited to grow.

www.aerialresupplycoffee.com

Want to be a distributor? Email info@aerialresupplycoffee.com for more information.

Things I regret doing while building Aerial Resupply Coffee®

Money I lit on fire 👇🔥

- Buying a RangeMe subscription
- Sponsoring two major universities and pissing away ~$30K
- Spending an absurd amount of money on a CRM I didn’t need
- Spending real money trying to spin up Amazon and still failing
- Burning cash on Facebook and Google ads before the brand was ready
- Buying packaging way ahead of demand because I believed my own forecasts

Product mistakes

- Launching coffees that just weren’t very good
- Carrying too many SKUs because I didn’t want to kill my “babies”
- Not cutting underperforming roasts fast enough
- Confusing variety with strategy

People mistakes

- Mis-hiring three people
- Keeping the wrong people too long because I wanted to be a “good leader”
- Avoiding hard conversations that should’ve happened months earlier

Marketing & growth delusions

- Offshoring SEO (total failure)
- Waiting too long to considering bringing in a real marketing agency
- Chasing “scale” before I had repeatable demand
- Thinking tools would fix problems that only focus could

There are more.
There are always more.

But most of these came from the same root problem:

Trying to build like a big company
before earning the right to act like one.

And yet... I'm still here. I'm still growing. 

I might regret doing all of these things - but each one has taught me a valuable lesson. Would I change some things? Absolutely. 

Would I be afraid to do them again given what I know now? No. I'd just be smarter. 

Stay caffeinated out there.

Weights, in order, according to veterans:

1.	Metric fuck-ton
2.	Fuck-ton
3.	Assload
4.	Shit-ton
5.	Buttload
6.	Crapload
7.	Boatload
8.	Your mom

🇺🇸

MREs, ranked. 

1. Chili Mac
2. Beef Stew
3. Lemon Pepper Tuna
4. Beef Tacos
5. Chicken Burrito
…
…
…
99. Veggie Omelette
100. 4 fingers of death 

And if you are reading this and have zero clue because you’ve never eaten one…

You’re welcome. 

Everyone in the comments served their country. 

🇺🇸

No alternative text description for this image

The M1E3 Abrams early prototype debuted last week at the Detroit Auto Show, featuring a host of next-generation upgrades designed to enhance crew effectiveness and overall platform survivability, including:

• Dual climate-controlled cup holders (coffee or energy drink modes)

• Heated and ventilated leather seats with memory settings

• Wireless phone charging pad (works only in park)

• Fully digital touchscreen dashboard with three different login requirements

• Lane-departure warning system (cannot be disabled)

• Adaptive cruise control for convoy operations

• Over-the-air software updates (mid-mission)

• Built-in Bluetooth system that pairs with the wrong device

• Auto-dimming periscope mirrors

• Voice-activated controls that misinterpret commands

• Apple CarPlay compatibility (Android coming in FY32)

• Mood lighting with selectable “Combat,” “Training,” and “Motor Pool” presets

• Onboard espresso maker (maintenance sold separately)

• Rearview camera constantly obscured by mud

• Subscription-based seat warmers

Built to dominate future threats while maximizing crew comfort, this revolutionary tank represents the Army’s continued investment in innovation, modernization, and unnecessary complexity.

#ArmyTech
#Pleasebereal
#Isthatajavelin

Today is testing day. 

I routinely buy coffee from other roasters and brands because I want to learn more about the industry and see what fun and exciting things others are doing. 

We wanted to spend some time testing out different pods - and then seeing where Aerial Resupply Coffee® stacks up. 

To give some parameters, every pod (including ours) was brewed out with 8 oz of water from the same Keurig. 

Ok - here we go (These are my own personal notes): 

1. Black Rifle Just Black (11 grams of coffee): Pretty good overall for a medium roast. It is a little darker than Firewatch, but still has a good flavor. I believe it's a blend of Colombian / Brazilian coffees. I did not really enjoy the aftertaste. 7/10

2. Black Rifle Beyond Black (11 grams of coffee): This tasted very similar to Just Black, just darker. If you had put them side by side, I'm not sure I could tell the difference. Same level of acidity - same flavor notes.  Still didn't enjoy the aftertaste, but it was better for me as a coffee.  8/10

3. Green Mountain Colombia Select (9.4 grams of coffee): Honestly, I was a little bit cautious because it was less coffee.... and it tasted like it. The coffee was smooth, had a bit of a bright note, but overall, tasted weaker and watered down for what I'm used to. 4/10

4. Peets Big Bang Medium Roast: (12 grams of coffee): Smooth. Not too bitter, not too acidic, but also not a lot of flavor. It's coffee. But I didn't get anything on the front or back end. I would drink it - but I wouldn't go out of my way to find it. 5/10

5. Folgers Columbian (9 grams of coffee): I was fully prepared to talk shit about this coffee. I bought it, intending to talk shit about it. What I was not prepared to do was say that it's pretty good. While I do not like the acidic and bright initial taste, the back end was very smooth. It was enjoyable and could probably be something that I would drink in a pinch or if I didn't roast my own coffee. 6/10.

The takeaway here is that more coffee isn't always better in pods. Folgers was the least amount of coffee but the 2nd or 3rd best flavor from this group of 5 for me. 

The roast levels were also apparent. Medium for one company did NOT mean medium for another. I could definitely tell or come close to where each roaster was intending to get out of the coffee. Some did a better job than others. 

Again, taste is subjective. My taste for coffee is even more so. From a roaster's perspective, my goal is to figure out what people are doing, how they are doing it, and how they are developing their flavors. 

Ultimately, I would rank this group like this: 

1. BRCC - Beyond Black
2. Folgers
3. BRCC - Just Black
4. Peets
5. Green Mountain

Could I shade this group with my coffee and talk about where I would rank Firewatch, Spectre, and the like? Sure. But that's another post. 

The more you know. 

More to come like this as well. 

Stay caffeinated out there. 

🇺🇸

Maybe I missed my calling. 

Maybe I should just teach people how to use LinkedIn. 

I could even write #1 LinkedIn Coach as my headline and take selfies of me at the beach. 

Let me say this - If you are actively looking to hire a coach to teach you LinkedIn, I need you to step the fuck away from the phone. 

Like all the way back. 

🇺🇸

I wasn’t going to do this.

But after watching the same behaviors repeat themselves for years — in offices, meetings, breakrooms, comment sections, and emails — I’ve decided some of you need written corrective action.

Before anyone asks:

No, it’s not motivational
No, it’s not “thought leadership”
No, I’m not optimizing for the algorithm
And no, I don’t care if you think newsletters are dead

This will be short.
Observational.
Occasionally uncomfortable.

Think less “10 ways to be productive”
and more “why are we still doing this?”

If you’ve ever:

- Watched something obviously broken get defended aggressively
- Seen the same person create the same problem over and over
- Wondered how someone got promoted despite clear evidence
- Or felt your soul leave your body during a meeting

You’ll probably know exactly what this is about.

For now, stay off the grass.

And help your battle buddy at work. 

🇺🇸

There is a special kind of suffering that only exists in offices. It’s not deadlines. It’s not meetings. It’s not even email. It’s the coffee. Office 

Open article: Office Coffee is Bad for Extremely Predictable Reasons by Michael Klemmer • 2 min read

Office Coffee is Bad for Extremely Predictable Reasons

The most important part of the day. 

🇺🇸

Many of you who said, "Mike - you should write a coffee table book with all your characters," haven't preordered the book yet. 

What's up with that? 

You are missing out on one of the funniest and 99% true books out there on the market that relay the TRUTH about how vets show up in your daily life. 

So, preorder today. 

And... if you are especially froggy, you can get a certificate of appreciation from The Hammer with our top-tier package. 

I'll drop the link in the comments. 

Stay caffeinated out there. 

🇺🇸

Late night question:

What are some alternatives to Uline for packaging materials? 

I’ve looked at Amazon……. But it doesn’t have some of the things I need. 

Thoughts?

taplio

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