I don't like about pages.
That's why I made this one.

Most about pages exist to talk about the company. Not to help a buyer decide if they should trust it. They're filled with bios, backstories, and surface-level claims that don't actually reduce risk.

This page does the opposite.

It shows you how positioning actually manifests inside a business. Because if positioning only lives in the copy, it's just decoration.

So instead of telling you who I am, I'm going to show you what I believe and how that belief shapes every part of my work.

1. How do we want to be known?

I want to be the guy who creates independence for agencies.

Your niche tells you where to show up.
Your positioning tells people why they should care when you do.

I help agencies take control of their business so they are no longer reliant on referrals, a single channel, or any one person to survive.

That belief isn't theoretical. It shapes real tradeoffs.

It's why I've walked away from retainers that would have created dependency.

It's why I redirect work I could take if it compromises long-term control.

And it's why my delivery model is designed to make myself unnecessary over time.

I can put "independence" in a tagline.

But if my actions don't reinforce it, the positioning collapses.

So the real question is not what I claim to stand for.

It's whether the structure of my business proves it.

2. The Case for Having Strong Values

Your values are the way your positioning is expressed.

Values determine how you show up under pressure.

They govern pricing decisions. Client selection. Scope boundaries. What you say yes to. What you refuse to touch.

That's why values can't be abstract.

If no company would publicly reject a value, it does not actually guide behavior.

Values should make decisions easier and protect the business from drifting into work it should never take.

These are my values and how they regulate how I operate.

No martyrs, no kings.
We play positive sum games.
Our cadence is our credibility.
Generosity is its own reward.
Curiosity compounds.

3. What results are we trying to achieve

The metrics we attack should
promote our positioning.

What you measure is what your business becomes.

"When I first connected with Chris I was in a rut with my agency. I had no positioning, no offer...We've gotten so clear on what it is I do and who I serve that I barely need to send proposals out anymore. My offer does the "selling" for me."

Defne Gencler

Founder @ Laurel Leaf

Why it matters

Confidence isn't a personality trait. It's a structural outcome.

When an offer is truly positioned, selling becomes confirmation, not persuasion.

We track this because founders should not need to convince buyers. The market should already understand the value before the call begins.

"When we started working with Chris, we were aiming to enter a new market. Two months after launching our offer for our new ICP, we've already had our second-best booked revenue month ever. Even better, about half of those new clients fall directly within our new ICP, which validates the positioning strategy Chris helped us build."

Scott Taylor

VP Sales @ Company 119

Why it matters

Repositioning that doesn't translate into revenue is just a theory.

We care about speed to economic confirmation, not abstract alignment.

We track this because the fastest way to validate positioning is to see whether the new ICP actually buys. Revenue is not the only signal. But it is the final one.

4. How are we operationally constrained?

What do you refuse to do?

If I want to create real independence, I have to accept that I am not the right solution for every problem.

That's why the Dynamic Agency Community includes other agency coaches and advisors.

It's also why I'll actively send someone to another expert when the constraint is outside my lane.

Sometimes the right move is not working with me.

That protects the agency. And it protects the integrity of the work.

5. What's your delivery model?

How do you deliver?

I run a 90-day program. Sometimes with groups. Sometimes 1:1.

The goal is always the same: equip the agency to operate and grow without needing me in the middle.

This is why the work includes custom GPTs, frameworks, and execution resources.

Progress should not stall if I step away.

Some clients stay longer because they want the resource. Not because they depend on it.

Chris DuBois talking through the community

What else do we do?

Proof From Real Agency Owners

The wins speak for themselves.

Dozens of agency leaders have used this system to get clear, refine their offer, and finally build predictable growth.

The Dynamic Agency Community

This Community is an extension of my positioning.

To ensure I'm truly helping agencies achieve independence, I've built a community with dozens of other agency experts and advisors.

My target metric is the "speed to informed." When someone asks a question, how fast can we get them an adequate solution.

This means members will never be stuck in their agency. They'll always have the resources, whether peers, advisors, or frameworks, to drive on.

Join the Community