How Agency Partners Can Make Big Decisions (Without Conflict)

Let’s talk about one of the hardest parts of running an agency with someone else:

Making big decisions together.

I’ve seen this over and over again: 

Two smart, capable people who share the same vision…

But get stuck in disagreement over how to get there.

The truth?

It’s rarely about ego. 

Most of the time, it’s about perspective.

See, when emotions mix with strategy, even simple decisions can turn into tension.

And if you don’t have a framework for resolving those moments…

You end up making reactive choices that hurt both the relationship and the agency.

The 4-Step Decision-Making Process

Over the years, I’ve learned that big decisions need structure, not spontaneity.

Here’s what that looks like for us now in our agency:

#1. Separate emotion from strategy.

If the conversation feels heated or personal, pause.

Don’t decide when emotions are high.

Instead, agree to revisit the decision later—with fresh energy and a clear head.

#2. Define the real goal.

When conflict shows up, it’s often because partners are chasing different versions of success.

So, before debating options, ask: 

“What are we actually trying to solve here?”

Half the time, you’ll realize you’re both aligned on outcome but not on method.

#3. Assign ownership, not control.

Every decision doesn’t need to be made together.

Decide who’s best positioned to own each category: finances, marketing, operations, etc.

When ownership is clear, collaboration feels lighter and faster.

#4. Always end with clarity.

You don’t have to agree on everything, but you do need to know what’s next.

Who’s doing what? 

What’s the timeline? 

What does success look like?

The fact is that making big decisions will always test communication between partners.

But when you approach them with process instead of emotion…

You protect both the partnership and the agency.