The second scenario that we're going to look at here is for an agency a different stage in its evolution. This is closest to a business in the Step Up stage of the agency lifecycle, or maybe even pushing at the top of that bracket.

In this context, your agency has got out of the scrappy 'storming and forming' stage — you're getting into your stride with what it is you do. You've been around a good few years now, probably. In that time you've come to understand your business a lot more. You've gone beyond the somewhat idealised vision and mission of your beginnings, and you've worked out what that means when the rubber hits the road, with your market and your ideal clients, your position and the way you present yourselves, and so on. You've probably grown a fair bit, too, in headcount and in revenues.