Build a more profitable design agency at your own pace
Build a more profitable design agency at your own pace
The Atlas
Self‑paced video training for design and creative agency owners who already have paying clients and want to price better, smooth out pipeline, and run the business with less chaos. Take what you need when you need it and get back to work.
Self‑paced video training for design and creative agency owners who already have paying clients and want to price better, smooth out pipeline, and run the business with less chaos. Take what you need when you need it and get back to work.
Self‑paced video training for design and creative agency owners who already have paying clients and want to price better, smooth out pipeline, and run the business with less chaos. Take what you need when you need it and get back to work.
$199/month
Cancel anytime
Get answers to the questions keeping you up at night
Get answers to the questions keeping you up at night
HOW DO I PRICE THIS? WHY ISN’T MY OUTREACH WORKING? HOW DO I PUSH BACK ON A CLIENT WITHOUT LOSING THEM? WHAT AM I ACTUALLY SELLING? WHEN DO I HIRE? WHO DO I HIRE? HOW DO I STOP BEING THE BOTTLENECK? HOW DO I STRUCTURE A PROPOSAL?
Every section of the Field Guide is built to answer these questions with clear examples and scripts you can use this week.
Every section of the Field Guide is built to answer these questions with clear examples and scripts you can use this week.
Every section of the Field Guide is built to answer these questions with clear examples and scripts you can use this week.
Field Guide is built for people who already have an active & functioning studio, not for people still thinking about starting one.
Field Guide is built for people who already have an active & functioning studio, not for people still thinking about starting one.
Field Guide is built for people who already have an active & functioning studio, not for people still thinking about starting one.
For you, if:
For you, if:
You run a design or creative studio with real client projects
You run a design or creative studio with real client projects
You’re busy, but profit, pipeline, or sanity aren’t where you want them
You’re busy, but profit, pipeline, or sanity aren’t where you want them
You want detailed frameworks and examples you can apply on your own
You want detailed frameworks and examples you can apply on your own
You’d rather grab the right tool in the moment than sit through another course
You’d rather grab the right tool in the moment than sit through another course
not for you, if:
not for you, if:
You don’t yet have steady client work
You don’t yet have steady client work
You want done‑for‑you services or 1:1 consulting
You want done‑for‑you services or 1:1 consulting
You know you won’t implement without live calls and community
You know you won’t implement without live calls and community
inside the Field guide
inside the Field guide
inside the Field guide
6 hours of new training content added every month
96+
96+
hours
hours
96+
hours
74
74
Lessons
Lessons
09
09
topics
topics
You are not expected to watch every lesson in the catalog front to back. Field Guide is a searchable resource you dip into when you’re stuck.
You are not expected to watch every lesson in the catalog front to back. Field Guide is a searchable resource you dip into when you’re stuck.
01
Purpose & Principles
10 lessons
10 lessons
05h 02M
05h 02M
Getting your head straight before you do anything else. Why you’re building, what “enough” actually looks like, and how to think like a business owner instead of a technician selling time.
Oprah & Warren Buffett
00:02:38
Oprah & Warren Buffett
00:02:38
The Money Maker Map
00:04:05
The Money Maker Map
00:04:05
The Two Things You Should Do Every Day
00:04:25
The Two Things You Should Do Every Day
00:04:25
Your Rich Life of Worthy Goals
00:27:47
Your Rich Life of Worthy Goals
00:27:47
Serious Business
00:18:34
Serious Business
00:18:34
Serious Business
00:18:34
Enough is Enough
00:22:20
Enough is Enough
00:22:20
The Trust List
00:05:22
The Trust List
00:05:22
New
Money Maker Map Phase Strategy
01:32:54
Money Maker Map Phase Strategy
01:32:54
New
Business Owner Roles & Sales-Driven Mindset
01:01:41
Business Owner Roles & Sales-Driven Mindset
01:01:41
Transitioning from Solo to Studio
01:01:59
Transitioning from Solo to Studio
01:01:59
02
Building an Agency From Scratch
5 lessons
5 lessons
07h 15M
07h 15M
The plays for getting an agency off the ground. Pitching, outreach, pricing your first real engagements, and learning what to say no to before bad work fills your calendar.
Building an Agency From Scratch
01:31:54
Building an Agency From Scratch
01:31:54
How to Pitch
01:31:09
How to Pitch
01:31:09
Tracking Outreach Actions
01:32:35
Tracking Outreach Actions
01:32:35
Tracking Outreach Actions
01:32:35
Pricing & Offers
01:35:37
Pricing & Offers
01:35:37
Saying No to $50M, with Wil Reynolds
01:02:57
Saying No to $50M, with Wil Reynolds
01:02:57
03
Positioning
7 lessons
7 lessons
09h 38M
09h 38M
The work most agencies skip now and pay for later. Find what makes you the only choice for your best-fit clients. Learn when it’s time to do this work versus let your business tell you what it’s becoming.
Freelancer vs. Agency. Personal Name vs. Studio Name.
01:00:54
Freelancer vs. Agency. Personal Name vs. Studio Name.
01:00:54
Only-Ness
00:58:23
Only-Ness
00:58:23
Only-Ness, revisited
01:29:22
Only-Ness, revisited
01:29:22
Defining Positioning
01:34:09
Defining Positioning
01:34:09
Defining Positioning
01:34:09
When to Work on Positioning, part 1
01:33:15
When to Work on Positioning, part 1
01:33:15
When to Work on Positioning, part 2
01:30:33
When to Work on Positioning, part 2
01:30:33
When to Work on Positioning, part 3
01:31:34
When to Work on Positioning, part 3
01:31:34
04
Pricing
9 lessons
9 lessons
13h 42M
13h 42M
Improving pricing is where agencies make the most money. Frameworks for proposals, value-based pricing, the Papa Bear Pricing method, and a 90-minute breakdown of how to land a six-figure project.
Pricing Strategies
01:10:59
Pricing Strategies
01:10:59
Intro to Pricing
01:28:51
Intro to Pricing
01:28:51
Intro to Pricing, part 2
01:35:20
Intro to Pricing, part 2
01:35:20
Intro to Pricing, part 3
01:36:57
Intro to Pricing, part 3
01:36:57
Offers
01:31:52
Offers
01:31:52
Offers
01:31:52
How to Land a 6-Figure Project
01:30:23
How to Land a 6-Figure Project
01:30:23
Value-Based Proposals & Client Value Assessment
01:32:09
Value-Based Proposals & Client Value Assessment
01:32:09
Papa Bear Pricing
01:36:08
Papa Bear Pricing
01:36:08
1-3 Proposals
01:30:19
1-3 Proposals
01:30:19
05
Lead Generation & Prospecting
13 lessons
13 lessons
17h 16M
17h 16M
Your pipeline shouldn’t depend on referrals or hope. The 7-11-4 framework, systematized outreach, strategic gifting, content marketing that actually generates leads, and the pitch scripts to send when it’s time to reach out.
Lead Generation Framework
01:10:24
Lead Generation Framework
01:10:24
Strategic Gifting & Trust-Building
00:00:00
Strategic Gifting & Trust-Building
00:00:00
Lead Generation Strategies
01:33:17
Lead Generation Strategies
01:33:17
7-11-4
01:30:39
7-11-4
01:30:39
Systematizing Lead Generation, Part 1
01:33:10
Systematizing Lead Generation, Part 1
01:33:10
Systematizing Lead Generation, Part 2
01:29:56
Systematizing Lead Generation, Part 2
01:29:56
Systematizing Lead Generation, Part 3: Bets & Love Letters
01:30:27
Systematizing Lead Generation, Part 3: Bets & Love Letters
01:30:27
Pitch Scripts
00:15:25
Pitch Scripts
00:15:25
New
New
Maslow Pitching
02:05:01
Maslow Pitching
02:05:01
New
Design Once, Sell Forever, with Brad Hussey
01:02:18
Design Once, Sell Forever, with Brad Hussey
01:02:18
Content Marketing
01:31:07
Content Marketing
01:31:07
Content Marketing: Hard Truths, Requirements, and Offer Ladders
01:31:29
Content Marketing: Hard Truths, Requirements, and Offer Ladders
01:31:29
New
What’s a Lead Actually Worth to You? with Tony Rulli
01:06:01
What’s a Lead Actually Worth to You? with Tony Rulli
01:06:01
New
Watch a sample video
Watch a sample video
A sample of what’s inside Field Guide: a real working session on pricing fundamentals, recorded live with agency owners who came with their actual proposals open.
These aren’t talking head videos with three-point lighting setups. It’s a working room: slides marked up live, FigJam boards built mid-conversation, questions that change the direction of the lesson halfway through.
What you see here is what you get inside: the actual coaching, recorded as it happened.
A sample of what’s inside Field Guide: a real working session on pricing fundamentals, recorded live with agency owners who came with their actual proposals open.
These aren’t talking head videos with three-point lighting setups. It’s a working room: slides marked up live, FigJam boards built mid-conversation, questions that change the direction of the lesson halfway through.
What you see here is what you get inside: the actual coaching, recorded as it happened.
06
Sales
7 lessons
7 lessons
07h 00M
07h 00M
What happens after a lead becomes a conversation. The four conversations that move a prospect to a signed contract, why friction closes more deals than ease, and a seven-figure case study built around a single client relationship.
Sales & Marketing Funnel Strategy, Part 1
01:17:09
Sales & Marketing Funnel Strategy, Part 1
01:17:09
Sales & Marketing Funnel Strategy, Part 2: The Four Conversations
01:31:41
Sales & Marketing Funnel Strategy, Part 2: The Four Conversations
01:31:41
Sales & Marketing Funnel Strategy, Part 3: Proposals
01:28:26
Sales & Marketing Funnel Strategy, Part 3: Proposals
01:28:26
Sales & Marketing Funnel Strategy, Part 3: Proposals
01:28:26
7-Figure Client Case Study: Mamie Peers of The Cosmopolitan of Las Vegas
01:04:34
7-Figure Client Case Study: Mamie Peers of The Cosmopolitan of Las Vegas
01:04:34
Friction as a Sales Tool
01:39:56
Friction as a Sales Tool
01:39:56
07
Operations & Production
6 lessons
6 lessons
07h 32M
07h 32M
The unglamorous infrastructure that turns a one-person studio into a company that runs without you in every meeting. SOPs, hiring playbooks, what a producer actually does, and the contract clauses most agency owners don’t know they need until they need them.
SOPs That Build 7-Figure Studios, with John Saunders
01:00:14
SOPs That Build 7-Figure Studios, with John Saunders
01:00:14
How to Build an Agency Worth Buying, with Barrel Holdings
00:55:38
How to Build an Agency Worth Buying, with Barrel Holdings
00:55:38
What is a Producer? with Crystal Vitelli
01:30:51
What is a Producer? with Crystal Vitelli
01:30:51
What is a Producer? with Crystal Vitelli
01:30:51
Hiring & Delegation, part 1
01:33:10
Hiring & Delegation, part 1
01:33:10
Hiring & Delegation, part 2: Playbooks
01:30:10
Hiring & Delegation, part 2: Playbooks
01:30:10
New
What Your Service Agreement is Missing, with Matt Sherlock
01:03:40
What Your Service Agreement is Missing, with Matt Sherlock
01:03:40
New
08
Open Coaching Sessions
13 lessons
13 lessons
20h 47M
20h 47M
Recordings of real coaching with real agency owners working through whatever was on their desk that month. This module is the closest thing to live coaching you’ll find in a self-paced format.
Open Coaching: June 4, 2025
01:32:41
Open Coaching: June 4, 2025
01:32:41
Open Coaching: July 30, 3025
01:28:40
Open Coaching: July 30, 3025
01:28:40
Open Coaching: August 6, 2025
01:30:39
Open Coaching: August 6, 2025
01:30:39
Open Coaching: September 17, 2025
01:31:01
Open Coaching: September 17, 2025
01:31:01
Open Coaching: October 1, 2025
01:31:35
Open Coaching: October 1, 2025
01:31:35
Open Coaching: October 8, 2025
01:40:21
Open Coaching: October 8, 2025
01:40:21
Open Coaching: December 3, 2025
01:31:48
Open Coaching: December 3, 2025
01:31:48
Open Coaching: December 3, 2025
01:31:48
Open Coaching: December 10, 2025
01:37:29
Open Coaching: December 10, 2025
01:37:29
Open Coaching: January 21, 2026
01:28:31
Open Coaching: January 21, 2026
01:28:31
Open Coaching: January 28, 2026
01:56:34
Open Coaching: January 28, 2026
01:56:34
Open Coaching: February 18, 2026
01:28:23
Open Coaching: February 18, 2026
01:28:23
Open Coaching: March 25, 2026
01:46:28
Open Coaching: March 25, 2026
01:46:28
Open Coaching: April 1, 2026
01:33:38
Open Coaching: April 1, 2026
01:33:38
09
Extra Credit
5 lessons
5 lessons
07h 53M
07h 53M
The work every agency owner should make time for and rarely does. Profit First applied to design agencies, models for leadership, the Account Story framework, and what AI is doing to the business of running an agency.
Profit First, part 1
01:32:27
Profit First, part 1
01:32:27
Profit First, part 2
01:31:31
Profit First, part 2
01:31:31
New
Models for Leadership
01:32:25
Models for Leadership
01:32:25
New
New
Models for Leadership
01:32:25
New
AI & The Future of Agencies
01:32:31
AI & The Future of Agencies
01:32:31
New
New
Account Story
01:44:00
Account Story
01:44:00
New
The Field Guide Toolkit
The Field Guide Toolkit
The Field Guide Toolkit
You’re not just getting ideas. You’re getting plug‑and‑play worksheets, templates, and scripts you can drop straight into your business.
You’re not just getting ideas. You’re getting plug‑and‑play worksheets, templates, and scripts you can drop straight into your business.
01
The Money Maker Map
The Money Maker Map
You’re not just getting ideas. You’re getting plug‑and‑play worksheets, templates, and scripts you can drop straight into your business.
You’re not just getting ideas. You’re getting plug‑and‑play worksheets, templates, and scripts you can drop straight into your business.
02
Your Rich Life worksheet
Your Rich Life worksheet
Map out what a “rich life” actually looks like for you in vivid detail so money decisions in your studio line up with what you really want, not someone else’s idea of success.
Map out what a “rich life” actually looks like for you in vivid detail so money decisions in your studio line up with what you really want, not someone else’s idea of success.
03
Worthy Goal planner
Worthy Goal planner
Choose one thrilling, daunting, important business goal and commit it to writing so you stop juggling 10 half‑finished priorities and give your studio a single clear target.
Choose one thrilling, daunting, important business goal and commit it to writing so you stop juggling 10 half‑finished priorities and give your studio a single clear target.
04
Enough is enough worksheet
Enough is enough worksheet
Turn your mission into hard numbers by breaking “enough” into yearly, quarterly, monthly, weekly, and daily revenue and customer targets so you know exactly what “winning” looks like for you.
Turn your mission into hard numbers by breaking “enough” into yearly, quarterly, monthly, weekly, and daily revenue and customer targets so you know exactly what “winning” looks like for you.
05
Trust list worksheet
Trust list worksheet
List the people who already fully trust you and what they’d trust you to do, then turn that into a focused outreach list you can start pitching this week.
List the people who already fully trust you and what they’d trust you to do, then turn that into a focused outreach list you can start pitching this week.
06
The 1-3 proposal template
The 1-3 proposal template
A simple proposal format that lets you present three innovative options, anchor your pricing, and make it easy for good clients to choose the package you actually want to deliver.
A simple proposal format that lets you present three innovative options, anchor your pricing, and make it easy for good clients to choose the package you actually want to deliver.
07
Pitch scripts
Pitch scripts
Word‑for‑word scripts for warm outreach, cold outreach, follow‑ups, and sales conversations so you’re never staring at a blank page wondering what to say next.
Word‑for‑word scripts for warm outreach, cold outreach, follow‑ups, and sales conversations so you’re never staring at a blank page wondering what to say next.
08
Account Story Template
Account Story Template
Short prompts to capture each client’s narrative arc so you know where to take your work with them.
Short prompts to capture each client’s narrative arc so you know where to take your work with them.
09
The one project template
The one project template
A small but powerful decision document that forces you to articulate your highest‑leverage project, tie it to a single metric, and write down why it’s your best bet right now.
A small but powerful decision document that forces you to articulate your highest‑leverage project, tie it to a single metric, and write down why it’s your best bet right now.
Field Guide is not a course you “complete.”
Field Guide is not a course you “complete.”
It’s a resource you return to whenever you hit a decision where you need extra support.
It’s a resource you return to whenever you hit a decision where you need extra support.
About to soften a price because you’re afraid of the number?
About to soften a price because you’re afraid of the number?
Watch “Papa Bear Pricing” to learn how to deliver the number without flinching.
Watch “Papa Bear Pricing” to learn how to deliver the number without flinching.
Client gone dark on an active contract?
Client gone dark on an active contract?
Pull up “What Your Service Agreement is Missing” to find the clauses you need to invoke before you walk away.
Pull up “What Your Service Agreement is Missing” to find the clauses you need to invoke before you walk away.
Prospect asking for a discount you don’t want to give?
Prospect asking for a discount you don’t want to give?
Watch “Friction as a Sales Tool” and learn how to hold the number without losing the deal.
Watch “Friction as a Sales Tool” and learn how to hold the number without losing the deal.
Feeling overloaded or unfocused?
Feeling overloaded or unfocused?
Revisit “Your Rich Life of Worthy Goals” to reset what you’re optimizing for and cut work that doesn’t serve it.
Revisit “Your Rich Life of Worthy Goals” to reset what you’re optimizing for and cut work that doesn’t serve it.
subscribe to Field GUide
subscribe to Field GUide
One subscription. Cancel any time. Access through the end of the month you’ve paid for, then expires. No contract, no catch.
Every month you wait is another month of figuring it out alone.
One subscription. Cancel any time. Access through the end of the month you’ve paid for, then expires. No contract, no catch.
Every month you wait is another month of figuring it out alone.
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