What’s holding your agency back? This self-audit will show you.

Stop chasing the horizon and unlock your agency’s next phase.

Most agency owners are trapped in a frustrating cycle: comparing who they are today to the ideal version of themselves.

This is what Dan Sullivan calls “living in the gap.”

When you’re focused solely on how far you are from your ideal, you’ll always feel like you’re falling short—like chasing the horizon. No matter how far you go, it keeps moving.

The solution? The Three Selves Framework.

Instead of only looking at your Current Self (who you are) and your Future Self (who you want to be), there’s a powerful middle ground:

Your Becoming Self—the version of you that’s just a few shifts away.

Here’s how it works:

• Your Current Self: Who you are today—perhaps over-identifying with your business, taking every problem personally, or letting perfectionism block delegation.

• Your Future Self: The visionary—running a profitable, self-operating agency or building something acquisition-worthy.

• Your Becoming Self: The version of you that’s within reach—someone who sees the business as a separate entity, views problems as the business’s challenges (not personal failures), and delegates with confidence.

This is where the magic happens.

Do this quick self-audit today 👇️ 

Ask yourself:

1. What strengths does your Becoming Self have that your Current Self doesn’t?

2. What habits do they embrace that you don’t yet?

3. What sources of frustration have they left behind?

This isn’t about reaching some far-off ideal. It’s about stepping into your next phase as an agency leader.

And this is the work we do every day in the Agency Alliance Mastermind.

We guide agency owners to unlock their Becoming Self and create sustainable growth. If that resonates, we’d love to connect.

Schedule a quick chat here to walk through your self-audit and see if the Alliance is a good fit.

Fair warning: This isn’t a quick-fix program. We focus on real transformation for long-term results.

Keep tuning in to The Agency CEO every Thursday for more actionable insights to help you lead your agency to its full potential!

Until next time, 

Jesse Gilmore

CEO & Founder @ Niche in Control