In this episode of Business Owners Tell All: What It Takes, Jamie Seeker sits down with Glen Fields, CEO and Co-Founder of Big Deal Agency in Greenacres, Florida, to discuss how strategic business planning, accountability, and measurable results have fueled the growth of his agency.

Glen shares his unconventional path to entrepreneurship, beginning with his work at the U.S. Embassy in Moscow and later transitioning into public relations during the early days of digital advertising. Recognizing that online advertising would become the future of marketing, he made the difficult decision to leave a traditional PR firm and launch Big Deal Agency after his vision for digital marketing wasn’t shared.

The conversation explores how Glen built a results-driven agency focused on transparency and ROI instead of vague marketing promises. He explains why he abandoned the traditional retainer model in favor of a billable-hours approach, allowing his agency to eliminate scope creep, improve profitability, and better manage both client expectations and employee accountability.

Throughout the discussion, Glen emphasizes that business planning isn’t just about creating goals, it’s about building systems that support sustainable growth, measuring performance, adapting when necessary, and having the courage to make difficult operational changes.

The episode concludes with Glen’s thoughts on what truly separates successful entrepreneurs: passion, resilience, patience, and the ability to learn from failure without allowing setbacks to define the future.

Key Takeaways

Seeing Opportunity Before Everyone Else

Glen recognized the potential of digital advertising long before it became mainstream. His willingness to act on that vision ultimately led to the creation of Big Deal Agency.

Results Should Always Be Measurable

One of Glen’s guiding principles is that marketing should never rely on hope or vague promises. Every client should understand exactly what they’re paying for and the results they’re receiving.

Business Planning Evolves with Growth

As the company expanded, Glen realized that his original retainer model no longer supported sustainable growth. Transitioning to a billable-hours model improved profitability, reduced burnout, and created clearer expectations for clients and employees.

Scope Creep Can Destroy Profitability

Allowing unlimited client requests under a fixed retainer created operational challenges. Tracking billable hours provided an objective way to manage additional requests while maintaining healthy client relationships.

Leaders Need to Understand Their Business

Glen believes founders should understand every major function of their company, especially during the early growth stages. Learning different aspects of the business allows leaders to better estimate workloads, coach employees, and make informed decisions.

Accountability Builds Trust

Whether managing employees or clients, Glen believes accountability begins with measurable expectations and complete transparency.

Never Be Afraid to Ask Questions

For business owners hiring outside experts, Glen encourages asking questions until you fully understand where your money is going.

Passion Comes Before Planning

Business planning matters, but Glen believes successful entrepreneurs first need genuine passion for solving a real problem in a better way than what’s currently available.

Failure Is Part of Business Ownership

Entrepreneurs should expect setbacks and develop the resilience to move past them without allowing one failure to affect future opportunities.

Memorable Quotes

“Marketing and advertising has to come with accountability and results.”

“People actually pay for results. People understand what they’re getting.”

“Nowadays, I’m running my agency like a law office.”

“It’s your money. If you don’t understand what that money’s being spent for, then the agency’s not doing their job.”

“Don’t be intimidated by the marketing lingo.”

“Learn how to do it.” (Advice to founders about understanding every function of their business.)

“Have passion for what you’re doing.”

“If you believe that you can deliver quality work faster, cheaper, or just much better than others, then that’s your cue to get started.”

“That’s not a recipe for success.” (On starting a business simply because others are doing it.)

“Business ownership is so much about failure.”

“Seven failures out of ten gets you into the Hall of Fame.”

“Every client is now your boss.”

“Take the joy of the little successes that you have, and build on them.”