Thinking about working with a coach or mentor?
Most agency founders start looking for a coach or mentor when the business is working — but no longer working cleanly. Decisions take longer. Progress costs more effort. The business starts to dictate terms instead of creating freedom, control, or flexibility.
At that point, “I might need a coach” is often a way of saying “something is off, and I need help thinking it through properly“.
What the work is really about
I work with agency founders to facilitate that thinking, improve the quality of their decisions and to bring the business back into alignment with the outcomes they actually care about.
That might mean:
- regaining control of time and attention
- making the business less dependent on constant urgency
- creating clearer priorities and trade-offs
- building a company that supports life outside work, rather than consuming it
Not in an abstract sense, but in ways that show up in how decisions get made, how work is structured, and what the business is optimised for.
This isn’t motivational coaching, accountability theatre, or growth for its own sake. It’s slower, more deliberate work – focused on judgement, clarity, and decisions that hold up under pressure.
How I work with founders
In practice, the work looks like an ongoing thinking partnership. We spend time understanding what’s actually going on in the business, what’s getting avoided or over-complicated, and where effort isn’t translating into progress. From there, we focus on the decisions that matter most, and stay with them long enough for change to stick.
I bring close to three decades of agency leadership experience, including building and exiting my own agency, but the value isn’t in me handing down answers. It’s in helping you think more clearly, commit more confidently, and align the business with the life you want it to support.
Coach, mentor, advisor – why people use different labels
People use different labels for the same underlying need. Some call it coaching. Others mentoring. In practice, the work usually includes elements of both. What matters isn’t the label – it’s whether the involvement helps you:
- see situations more clearly
- avoid expensive mistakes
- follow through on decisions once they’re made
Who this tends to work well for
This way of working is a good fit for founders who:
- run small to mid-sized, founder-led agencies
- are still closely involved in direction and decision-making
- want a business that supports their life, not just their income
- value challenge, honesty, and experienced judgement
- are prepared to think properly about trade-offs, not just tactics
If you’re looking for quick wins, generic frameworks, or someone to tell you what you want to hear, this probably isn’t the right fit.
“Mat is extremely knowledgeable and made our sessions feel like we were collaborating and not just being told what to do. I would recommend other agency leaders to consult with Mat should they be needing some guidance, support or just to sound things out with someone with industry expertise.”
– Collette Masso del Llano, Contextful
A sensible next step
If this way of working sounds useful, the best place to start is a conversation – not a commitment to coaching or a predefined programme. I don’t push people into a label up front. We start by understanding what’s actually going on and whether I’m likely to be useful.
Start here: Get in touch