Emotionally Unemployable: Agency Life with Kurt and Toby

In this candid and wide-ranging episode of The WP Minute+, Kurt von Ahnen and Toby Cryns reflect on the unique ups and downs of running a small WordPress agency. From their early days coding in HTML and building Flash websites to managing client rosters, teams, and productized services, the hosts explore the joys and hard-won lessons of agency life. One major theme: the freedom (and chaos) of living and working on their own terms. Both hosts share what makes them “emotionally unemployable,” emphasizing how autonomy, community involvement, and passion-driven work keep them committed to their businesses rather than traditional employment.

The conversation also covers important topics like pricing services, navigating global competition, managing clients and contractors, and building credibility through niche expertise and community engagement. Whether it’s “firing” the bottom third of clients each year or offering templated websites to local food trucks, Kurt and Toby share actionable strategies and hilarious stories from the trenches.

Key Takeaways:

• Letting go of low-value clients can lead to business growth and improved margins.
• Overseas freelancers often undercut U.S. rates, creating tension in hiring decisions.
• Being part of your local community (through events, speaking, and partnerships) can naturally build trust and attract clients.
• Effective labor rate (ELR) is a key KPI to track project profitability.
• Productized services (like $1500 templated websites + $79/month maintenance) offer sustainable income for smaller clients.
• Sales success often hinges on personal connections and industry niche familiarity.
• The path to long-term agency survival is through adaptability and knowing your worth.

Important Links:

• Kurt’s Agency: Mañana No Mas
• Toby’s Agency: The Mighty Mo!
• Follow Kurt & Toby:
  LinkedIn: Kurt | Toby
• The WP Minute+ Podcast: thewpminute.com/subscribe