In this conversation, Carrolee Moore, founder of The Podcast Pitching Society, reveals that for agency leaders, prioritizing visibility through borrowed platforms is a more effective and faster route to growth than solely focusing on building their own. The hidden consequence of neglecting this strategy is falling significantly behind competitors who are actively leveraging existing audiences. Agency owners and leaders who embrace this approach gain a crucial advantage by accelerating trust-building, expanding their reach, and ultimately driving revenue, even when dealing with limited bandwidth or introverted personalities. This is essential reading for any agency leader seeking to cut through the noise and attract the right opportunities efficiently.

Visibility vs. Perfection: Why Borrowed Platforms Propel Agency Growth

The relentless pursuit of perfection can be the silent killer of progress, especially for ambitious agency leaders. We often find ourselves polishing our website, refining our service offerings, and perfecting our internal processes, all while the crucial element of visibility remains underdeveloped. The conventional wisdom suggests that once we are "ready"--once our message is flawless, our brand is immaculate, and our confidence is unshakeable--then we can begin to put ourselves out there. However, this conversation with Carrolee Moore, founder of The Podcast Pitching Society, unearths a counterintuitive truth: the pursuit of perfection can actively hinder growth, and the most effective path to visibility often lies not in building our own platform from scratch, but in leveraging the established audiences of others.

Many agency owners, like Moore herself in her previous life as an agency founder, fall into the trap of being the "cobbler with no shoes." They excel at delivering exceptional work for clients but neglect the very activities that attract those clients in the first place. This leads to a disconnect: a successful agency on paper, yet internally struggling with identity, growth, and often, significant stress. Moore's own journey, marked by a health crisis directly linked to the strain of this imbalance, underscores the profound, often overlooked, consequences of prioritizing internal perfection over external visibility. The core issue, she argues, is not a lack of talent or capability, but a failure to effectively communicate value to the market. The "gushing wound" is a lack of a clear, compelling story and a robust system for getting that story in front of the right people. This conversation illuminates why the obvious answer--to build your own massive platform--is insufficient and sets the stage for understanding the deeper system dynamics at play in achieving sustainable agency growth.

The Hidden Cost of Polished Silence

Moore's narrative powerfully illustrates how an agency can become a master of execution for its clients while suffering from a critical deficit in its own business development. Her agency, once a multi-six-figure operation, was internally fraught with an identity crisis. This wasn't due to a lack of skill, but a failure to articulate a clear, resonant message. "We were putting band-aids on like gushing wounds," Moore explains, referring to the superficial fixes applied when the underlying problem was a lack of systemic marketing and, crucially, a compelling story. The beautiful logos and websites she created for clients were undermined by a lack of clarity in their core messaging. This led to her own personal crisis, a stark reminder that internal success without external validation and connection is ultimately unsustainable and detrimental to well-being.

The Perfectionist's Paralysis

Moore's background in graphic design, a field inherently driven by precision and detail, made her particularly susceptible to the "perfectionism trap." She admits that even a slightly misaligned line could be a source of significant anxiety. This meticulousness, while valuable in client work, became a significant barrier to her own visibility. The fear of putting imperfect work out into the world, of not being camera-ready, or of not having the absolute perfect message, held her back for years. This internal struggle is a common thread among many agency leaders, particularly those in creative or strategic fields. They possess immense talent but hesitate to showcase it until it meets an impossibly high internal standard.

Moore's breakthrough came not from achieving perfection, but from reframing the purpose of visibility. She realized that her internal focus on perfection was a disservice to the people who desperately needed her expertise. "If I am so wrapped up in this being perfect never mind my competition... I just know the people I'm called to serve they need to hear from me they need to find me," she states. This shift in perspective, from self-consciousness to a service-oriented mindset, is the first step in overcoming the perfectionist's paralysis. The realization that confidence is not a prerequisite for visibility, but rather a byproduct of consistent action, is a critical insight. "Confidence comes from the doing of the thing," Moore emphasizes. The reps gained from consistently putting oneself out there, even imperfectly, are what truly build expertise and self-assurance over time.

The Power of Borrowed Platforms: Visibility on Someone Else's Dime

A core tenet of Moore's philosophy is the strategic advantage of utilizing "borrowed platforms" over solely focusing on building one's own. This is particularly potent advice for agency owners who often feel they lack the bandwidth to create and manage their own content channels, such as a podcast. While hosting one's own podcast is a valuable long-term strategy, Moore argues that for immediate and impactful visibility, guesting on established podcasts is a more efficient and effective starting point.

Why Guesting Outperforms Hosting (Initially)

The digital landscape, particularly social media, is characterized by a constant battle for attention. "The scroll... is a neurological like they've studied neuroscience to understand how our brain works to stop someone from doing the thing that they've already started to do over and over is incredibly difficult," Moore observes. This means that every social media post is a gamble, a small effort to interrupt established user behavior. In contrast, podcast guesting offers a unique opportunity to build trust and connection within a much shorter timeframe. "When it comes to trust, time is of the essence literally," she explains. A 30-45 minute podcast conversation allows for a deeper engagement, fostering a sense of personal connection and resonance that is difficult to achieve through fleeting social media content or even paid advertising, which can be turned off at any moment.

Furthermore, podcast appearances offer enduring value. Unlike ephemeral social media posts or time-bound ad campaigns, podcast episodes are evergreen. "Be two years later you still have that same link you might get a sales call from a podcast you did years ago," Moore highlights. This longevity transforms guest appearances into a sustainable source of leads and brand recognition, akin to the early days of SEO when initial investment yielded long-term discoverability. For agencies, this means consistently appearing on relevant podcasts can build a powerful, compounding asset over time, attracting opportunities long after the initial recording.

The Strategic Advantage of Other People's Audiences

Moore frames guesting on other people's podcasts as a sophisticated method for list building and lead generation. "How do you grow your email list faster? You grow your email list faster by going and speaking in front of other people's audiences," she asserts. By consistently appearing on podcasts, agency leaders can tap into established listener bases, inviting them to join their own email lists or book calls. This approach leverages the host's existing audience and credibility, significantly accelerating the process of reaching potential clients. Imagine adding hundreds or even thousands of qualified leads to your list annually simply by engaging in meaningful conversations on other platforms.

This strategy is not about choosing between building your own platform and guesting; it's about prioritizing for maximum impact. Moore advocates for a "both/and" approach, where guesting on others' podcasts serves as a powerful initial engine, driving traffic and credibility that can then fuel the growth of one's own platform, such as a personal podcast. The key is to start where the leverage is greatest, which for many, is by appearing on established shows. This approach offers a lower barrier to entry and a faster path to tangible results, making it an ideal strategy for agencies with limited resources.

Founder Brand: The Agency's Most Powerful Asset

When it comes to visibility, the question often arises: should an agency owner focus on building the agency's brand or their own personal brand? Moore is a strong proponent of prioritizing the founder's brand, especially in the early stages of an agency's growth. She cites Dave Gerhardt's book, "Founder Brand," as a key influence, highlighting the premise that a strong founder's brand can amplify the entire agency's reach and impact, often by five to ten times.

The Multiplier Effect of Personal Authority

Moore's own experience as an agency owner validates this approach. As her personal brand grew, she became known as "the marketing girl" or "the fill-in-the-blank lady." This recognition naturally led to increased referrals, speaking opportunities, and ultimately, a booming business. When potential clients see a founder who is an authoritative voice in their niche, they develop a deeper level of trust and are more inclined to engage. This personal authority acts as a magnet, drawing in both clients and talent.

For agency leaders, this means investing in their personal visibility is not a distraction from building the agency, but a critical driver of its success. Moore emphasizes that even with limited time and resources, this investment is non-negotiable. She suggests leveraging existing internal resources, such as a videographer, to capture content, or hiring external services for pitching and placement. The goal is to communicate the "why" behind the work, the unique perspective that sets the agency apart, rather than just listing services. This authentic connection, built through personal storytelling and expertise, is what truly resonates and differentiates an agency in a crowded market.

The Competitive Imperative of Early Adoption

The landscape of discoverability is rapidly evolving, with AI playing an increasingly significant role. Moore warns that agencies that delay their visibility efforts are already falling behind. "The folks that are doing it now who are investing now in five years... imagine the person who is starting now and they're doing two to three podcasts a month... as you've now are four years behind this person who has been consistent," she states. This highlights the compounding advantage of early and consistent action. Those who embrace visibility strategies like podcast guesting now are building a substantial lead that will be incredibly difficult for latecomers to overcome.

The message is clear: the time to act is now. Waiting for the "perfect" moment or the "ideal" platform is a recipe for stagnation. By strategically leveraging borrowed platforms, agency leaders can bypass the lengthy ramp-up time associated with building their own channels and begin attracting valuable opportunities immediately. This approach not only addresses the immediate need for clients and revenue but also lays the foundation for long-term, sustainable growth, powered by a strong personal brand and a consistent presence in the market.

Key Action Items

• Embrace Imperfect Visibility: Commit to putting yourself out there, even if your message or presentation isn't "perfect." Confidence is built through consistent action, not by waiting for an elusive state of perfection. Immediate Action.
• Prioritize Borrowed Platforms: Focus on guesting on other people's podcasts as a primary strategy for visibility. This leverages established audiences and accelerates trust-building. Immediate Action.
• Invest in Your Founder Brand: Dedicate resources, whether internal or external, to building your personal brand as the agency leader. This personal authority is a critical multiplier for agency growth. Immediate Action, with long-term payoff.
• Develop a Podcast Guesting Cadence: Aim for 2-3 podcast appearances per month. Treat this as a core business development activity, not an occasional tactic. Over the next quarter, establish a consistent rhythm.
• Connect Visibility to Revenue: Ensure your visibility efforts have a clear call to action that drives potential clients to your email list or sales calendar. Visibility without conversion is a missed opportunity. Immediate Action.
• Embrace the Long Game: Understand that the true benefits of consistent visibility, especially through evergreen content like podcasts, pay off over time. Be patient and persistent. This pays off in 12-18 months and beyond.
• Leverage Internal Resources for Content: If you have a team, task them with supporting your personal branding and content creation efforts, such as recording and repurposing your podcast appearances. Over the next quarter, delegate specific tasks.