If there’s one thing that separates great leaders from average ones, it’s the ability to delegate. And I don’t just mean delegating tasks—I mean delegating decisions. The kind of leadership that makes your agency thrive and positions it for a successful sale isn’t about controlling every detail. It’s about trusting your team to take ownership and make smart decisions within their roles.
Here’s the thing: A lot of agency owners view delegation as a loss of control. They think it makes them look weak or disengaged. But in reality, the strongest leaders are the ones who can let go and empower others to step up.
Leadership Isn’t About Doing It All
Jocko Willink, a former Navy SEAL and one of the most respected voices in leadership, has a mantra: “Decentralized command.” In the SEAL Teams, no single leader can micromanage a mission. Success depends on empowering team members to make decisions on the ground.
This principle applies perfectly to running an agency. If every decision has to go through you, you’re the bottleneck. You’re slowing everything down, burning yourself out, and making your team overly reliant on you.
Delegating decisions isn’t about abdicating responsibility. It’s about creating a structure where your team knows what decisions they can make, how to make them, and when to involve you. This frees you to focus on the big-picture priorities that grow your business and prepare it for sale.
Why Delegation Scares Most Agency Owners
Let’s be honest: Delegation isn’t easy. When you’ve built your agency from the ground up, it’s hard to let go. You might worry that your team won’t make the “right” decisions or that things will fall apart without your oversight.
But here’s the truth: If you don’t trust your team to make decisions, the problem isn’t them—it’s you. Either you’ve hired the wrong people, or you haven’t trained and empowered them properly.
Most successful agency owners I know spend way more time learning to lead people than mastering the latest tech or marketing trends. Leadership is a skill, just like anything else, and it takes work. But the payoff is huge.
When you focus on developing your leadership skills and empowering your team, you create an agency that runs like a machine—and one that’s a lot more valuable to potential buyers.
How to Delegate Decisions Effectively
So, how do you start delegating decisions without losing sleep? Here are a few practical steps:
- Define Decision-Making Roles
Not every decision needs your input. Start by categorizing decisions into three levels:- Level 1: Team members can decide independently.
- Level 2: Team members make the decision but keep you informed.
- Level 3: Decisions that require your approval.
This structure gives your team clarity and confidence while ensuring you stay involved in the most critical decisions.
- Set Clear Expectations
One of the biggest mistakes agency owners make is being vague about what they expect. When delegating decisions, be crystal clear about:- The desired outcome
- The boundaries or constraints
- The timeline
For example, if your account manager is deciding on a strategy for a client, outline the goals they need to hit and the budget they need to stick to. Then let them figure out the “how.”
- Train Your Team to Think Like You
Jocko Willink often talks about the importance of “extreme ownership.” This means taking full responsibility for everything within your control—including the training and development of your team.
If your team struggles with decision-making, don’t blame them. Teach them. Share your thought process, explain how you approach decisions, and give them opportunities to practice. Over time, they’ll start to think like you—and eventually, they won’t need you as much.
- Provide Feedback, Not Micromanagement
When a team member makes a decision, use it as a learning opportunity. If they nailed it, celebrate their success. If they missed the mark, provide constructive feedback.
What you don’t want to do is step in and take over. That sends the message that you don’t trust them, and it discourages them from taking ownership in the future.
How Delegation Prepares Your Agency for Sale
If your goal is to sell your agency one day, mastering delegation is non-negotiable. Buyers aren’t just looking at your financials—they’re looking at how the business runs.
A buyer wants to see an agency that can operate independently of the owner. They want to know that the team is capable, empowered, and running the show without constant hand-holding.
When you delegate decisions effectively, you’re not just creating a better day-to-day experience for yourself—you’re increasing the value of your agency. A well-run agency with a strong leadership team and clear decision-making processes is a much more attractive investment.
Final Thoughts
Delegating decisions isn’t about giving up control—it’s about creating freedom. It’s about building a team that can carry the load, make smart choices, and keep the agency moving forward without you micromanaging every detail.
Yes, it’s hard at first. Yes, it requires you to let go of some ego and trust your team. But the rewards are worth it. When you delegate effectively, you gain more time to focus on growth, your team becomes more confident and capable, and your agency becomes a more valuable asset.
Start small. Pick one area where you can delegate decisions this week and see how it goes. Over time, you’ll build a culture of ownership and accountability that makes your agency stronger, more scalable, and ready for whatever comes next. And if you’re planning to sell your agency, this might just be the most important step you take.