When I meet struggling creative agency owners, one of the first questions I ask is: what kind of agency do you want to run?

Their answers typically involve the deliverables their agencies produce, or who their agencies serve, but that’s not what I’m asking.

No, I’m really asking whether their agencies are artisanal bakeries or Wonder Bread factories. Both artisanal and Wonder Bread agencies have their ups and downs.

Before you decide which agency model is the best fit for you, consider the merits of each.

The key is understanding what you, as an agency owner and entrepreneur, need and want your creative agency to be—and making sure that’s the type of shop you’re building.

In this article I wrote, originally published for SpinSucks.com, I discuss the differences between both “bakeries” and help you distinguish who you are and who you want to be.

What type of agency do you have? What type do you want? I’d love to have that conversation with you.