Episode Summary
Darwin Liu is the founder of X Agency, a performance marketing firm working with mid-market and enterprise clients. In this episode, he walks through his journey from his mom’s basement to leading a multimillion-dollar agency and why he believes most people fail because they never train for the hard parts.
Episode Highlights
- Why embarrassment training made him immune to fear and judgment
- How agency growth creates a “valley” most owners never escape
- Why he’s thinking ahead about exiting before the industry changes around him
Agency Info
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Company: X Agency
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Guest: Darwin Liu
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Year Started: 2016
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Employees: 1-10
If you don’t build a muscle to actually be comfortable with the crap you hate, you’re gonna fail.
Darwin Liu
Key Takeaways
Mental Toughness Isn’t Optional
Darwin didn’t stumble into resilience, he trained it. By repeatedly putting himself in situations where failure, embarrassment, or judgment were guaranteed, he became immune to the emotional sting of failure.
Entrepreneurship and Leadership Aren’t the Same
He draws a clear line between entrepreneurs who create and leaders who operate. The things that make someone good at starting an agency often work against them once the team hits 10–15 people.
Doing What You Hate Can Be a Strategic Advantage
Instead of waiting for motivation, Darwin forced himself into work he didn’t enjoy…learning sales, building relationships, and attending events despite being an introvert.
Failure Is a Requirement, Not a Detour
Darwin breaks from the cliché of “fail fast” and talks honestly about failing on purpose. To him, quitting after one setback isn’t failure, it’s avoidance. The faster you experience rejection, the quicker you understand what works.
Show Notes
Books mentioned in the episode:
How to Win Friends and Influence People by Dale Carnegie
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Favorite movies/shows mentioned:
Braveheart
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