Welcome back to The Agency Hour, the show that helps web design and digital agency owners create real abundance - for themselves, their teams, and the communities they serve. In this episode, Troy Dean and Simon Kelly, CEO and Head of Growth at Seriously Good Design, dive deep into the mindset that builds winning teams. They explore how beliefs shape behaviors, why most job ads fall flat, and how to use AI tools like Claude to develop powerful team member profiles. The conversation cuts through the fluff, challenging agency owners to examine whether they're unknowingly teaching their teams to lose or win. Troy shares his recent revelation about the power of Claude AI compared to ChatGPT, demonstrating how two simple prompts helped him create a comprehensive ideal client profile that transformed his workshop delivery. This practical application reveals how agency owners can use AI not just for client work, but for internal team building and recruitment. If you're looking to understand what truly drives autonomy and connection inside high-performing agencies, and how to cultivate a team culture built on shared beliefs rather than just shared goals, this episode is essential listening. Here’s what you’ll learn: Why Most Job Ads Fail – How to flip the script and talk to candidates about their journey instead of your company The AI Revolution in Team Building – Using Claude AI to create comprehensive ideal team member profiles with minimal prompting The Belief-Action-Results Framework – How your team's beliefs influence their behaviors and ultimately your agency's success Why Service Differentiation Is a Myth – The only true differentiator is your culture and how much your team cares The Three Pillars of Team Engagement – Autonomy, connection, and respected leadership Overcoming the "I Can't Do It" Mindset – Strategies for cultivating a growth mindset in your team The Power of Focus and Consistency – Why playing the long game is essential for sustainable agency growth This thought-provoking episode challenges agency owners to look beyond tactical "how-to" advice and focus on the philosophical foundations that truly drive team performance. As Troy and Simon conclude, "If you don't have the right beliefs and the right thinking and the right mindset, the how-to is irrelevant." If you’re ready to scale your agency and reclaim your time, join our new community for just $1. Every week, Troy goes live with actionable strategies to help you build a business that works - for you Handy Links:  MavCon - https://mvrx.link/mavconSimon’s Web Design Process - https://sgd.com.au/our-web-design-process/Simon’s Paid Discovery Page -...