This week on Own It we’re talking to Shannon Langrand from her self-titled agency, Langrand. She founded the agency 22 years ago and has built an amazing firm focused on solving tough problems, telling great stories and doing meaningful work.
Shannon’s father was a Nicaraguan revolutionary. She is bi-cultural with her roots there, but her upbringing in Illinois. She now calls Houston, Texas, home where her agency brings that diversity to bear for her clients.
She’s writing a book, but we got a chance to dig in with her now. And you’re going to love this episode.
Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
Shannon attributes her agency's initial growth not to a formal business plan, but to recognizing opportunities and building on them. She emphasizes that having a core purpose—to make things better than they were found—guides client selection and fosters long-term relationships, leading to organic growth through client satisfaction and referrals rather than self-promotion.
Leaders must be self-aware, understanding their own privileges and challenges, to create an inclusive and productive environment. The speaker notes that the industry has historically been dominated by a male and white perspective, leading to damaging stereotypes. Diversifying voices at the table is crucial, but these diverse voices should not be pigeonholed; they should be given a broader platform to contribute their unique perspectives without being confined to narrow representations.
A significant challenge for founders is scaling their business while maintaining its unique essence. The speaker recounts a past crisis where rapid growth led to hiring individuals who, despite being talented, didn't align with the company's established environment and culture. This experience highlighted the need for a "strategic reset" to re-center the agency on its core values and ensure that growth enhances rather than dilutes its unique character.
When faced with overwhelming growth and a shifting company culture, a strategic retreat—stepping back to reassess and refocus—can be crucial for long-term health. The speaker intentionally reduced travel for new business, concentrating on existing projects and team development. This deliberate pause allowed the agency to evolve significantly, demonstrating that sometimes a temporary withdrawal can lead to greater, more sustainable progress.
True success for an agency isn't merely about achieving a certain size but about excelling in its craft and having a disproportionate impact. This involves cultivating a profitable business, fostering a culture that supports employee growth and work-life balance, and creating a positive collective team experience. The goal is to build an environment where people can thrive as "grown-ups" and contribute their full selves to meaningful work.
