I have a confession to make.

I've been positioning myself as someone who helps agency founders fix their operations and remove themselves from the day-to-day. And that's true - we do that.

We've done it with 60+ agencies.

But here's the part I've been leaving out.

I'm not an operations expert.

I've known this for a while... but I haven't said it out loud. Not to you, not to the market, and honestly, not fully to myself either.

My zone of genius is sales, marketing, and founder psychology.

That's where I come alive. And that's where I move the needle.

Operations? That's my partner, Kristina.

She is the secret weapon. She's the one who fixed my first agency, Riu Media. She built the systems, restructured the delivery, and got me out of ops when I was drowning in it.

When we started working together she basically looked at me and said "your zone of genius is not operations" - and she was right.

I tried doing the ops work myself at the beginning.

It didn't work. And the reason it didn't work is the same reason it doesn't work for most of the founders I talk to - I was spending my energy on the thing I was worst at instead of the thing I was best at.

Now, everyone tells you to "let go." Delegate. Step back. Trust the team.

It sounds corny.

It sounds like something someone puts on a slide at an agency mastermind. And for most founders it goes in one ear and out the other because... letting go of what exactly?

We, as founders identify with the service they provide.

If you run a marketing agency, you ARE the marketer. If you run a dev shop, you ARE the builder. The work is the identity. So when someone says "let go of the work" what the founder actually hears is "let go of who you are."

That's why the advice never lands.

Letting go, in practice, meant something very specific for me.

It meant admitting, first to myself, that I was performing competence in an area where I had none. And that the reason I kept holding on to ops wasn't because I was needed. I just needed to feel needed.

Bu the moment I stopped felt genuinely liberating. And I don't say that lightly because I've rolled my eyes at that word in other people's posts plenty of times.

But it's the right word.

When you stop pretending to be something and just... be the thing you actually are, the energy shifts. The business gets lighter. You stop resenting Monday mornings. You stop resenting your own offer.

I want to write to you more like this. Less teaching, more truth. Personal notes from someone went through the same stuff you are.

Yesterday I recorded a short video about this with Kristina.

Watch it here.

Have an amazing week.

- Romans

P.S. If this landed for you - if you've been holding on to a part of the business because it feels like your identity, not because you're actually good at it - reply and tell me what it is. I'll reply to every one.

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"BGG's concepts reshaped my entire business. I've optimised my setup, found more fulfilment and started operating in my zone of genius. It's completely pivoted how I approach growth."

- Christian, Co-Founder, Forwrd Agency (exited)