There may come a point in the trajectory of your career as an agency owner when you will have to make a decision: Do I prioritize money, or do I care more about finding clients and projects that I am passionate about? There’s no wrong answer — you should go after whatever goal matters most to you. But if you’re like me, the importance of being passionate about a project outweighs the monetary reward.
A little-known fact: My agency used to be laser-focused on the healthcare industry. It was a dependable niche, as healthcare organizations are usually looking for long-term business relationships and can pay the required fees. At the time, I had a staff about twice the size of what I have now and no end of clients, but I was unsatisfied. Ultimately, I wasn’t passionate about all of the work and didn’t always see eye-to-eye with the people I was working with, so I decided it was time for a change.