Not the business… but the way we run it.

After 2.5 years and 60+ agency clients, Kristina and I are rebuilding BGG from the inside out.

On AI.
Publicly.

I've spent the last two years telling agency founders to build AI-native businesses.

Every framework. Every process. Every piece of methodology we've built - we're turning it into a data layer that AI can actually think with.

Then we're building agents that run parts of the business.

And we're going to document every step of it publicly. Every week. What we're building, what's working, what's breaking, what we're learning. On LinkedIn, in this newsletter and on YouTube (channel launch TBC).

I've been thinking about why I want to do this publicly and I think the honest answer is... I've told multiple agencies to do this. If we can't do it ourselves, in our own business, with our own methodology... then what are we actually selling?

So here's the plan (IN A NUTSHELL):

This is where it starts and this is where most of the work lives.

Before you can build agents, before you can automate anything meaningful, you need your data organised in a way that AI can actually use. Most agencies skip this step entirely. They go straight to "let's build an AI agent" without realising the agent has nothing to think with.

For us, this means collecting and structuring everything:

All of it needs to live in one place, properly named, properly structured, queryable.

We're leaning towards Vercel (a cloud data storage) + Obsidian for the infrastructure.

We're also bringing in an engineer to help us organise and build the data architecture properly, because this isn't a "write some docs in Notion" job. This is building the foundation that everything else runs on.

I'll be honest... this is the hardest part. It's not glamorous at all!!

Once the data layer is built, the next step is designing agents that actually run parts of the business.

REAL operational agents, not chatbots that summarise your emails.

We’ll turn some of these agents into “micro-SaaS products” that our clients can use for free.

Agent examples:

- Client Success Agent
- Agency Operations Expert Agent (likely to be Kristina’s digital twin)
- Agency Growth Agent (likely to be my digital twin)
- Content Strategy Agent (already built and in motion)
- and so on

What does the entire system look like for us?

I don't fully know yet.

That's part of the point of doing this publicly. We'll figure it out as we build it and share what we learn along the way.

What I do know is that the agencies and consultancies who figure this out in the next 12-18 months will have a structural advantage that's very difficult to replicate.

Two reasons.

First, because I think a lot of agency founders want to do this but don't know where to start.

Watching someone else go through it (including the messy parts) is probably more useful than another "5 ways AI will change your agency" post.

Second, because I want to be accountable. If I'm going to advise founders to build AI-native businesses, I should be building one myself. Publicly. Where you can see the progress and call me out if I'm full of it.

Every week from now on, I'll share an update. What we did, what we learned, what surprised us.

The best feedback is not always coming directly from your clients.

Sometimes it comes from their clients.

Seeing the systems and processes we build together reflected in the great experience Tobi’s clients receive is probably one of the most rewarding parts of my work.

Not going to lie, seeing this message made us smile.

Have a great rest of the week!

– Romans

P.S. If you want to figure out how to remove yourself from day-to-day operations OR where to start your own AI-native transition - you can: