Episode Summary
In this episode, Russel Dubree sits down with Shane Needham, founder of Coconspirator, a strategy-first agency based in St. Petersburg, Florida. From his early days in journalism to running a brand consultancy that supports enterprise brands, startups, and even other agencies through white-label strategy, Shane shares the unexpected twists of his journey and how embracing what he once resisted led to agency clarity and success.
Biggest Takeaways:
- The value of white-label strategy work: Why agencies outsource the one thing they’re supposed to own.
- Sustainable growth beats aggressive scaling: Shane’s deliberate approach to building a focused, fulfilling agency.
- From solo freelancer to agency founder with partners: How Shane built Coconspirator into a trusted strategy resource.
Agency Info
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Company: Coconspirator
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Guest: Shane Needham
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Year Started: 2018
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Employees: 1-10
Everything you do is building to what you’ll do tomorrow.
Shane Needham
Key Takeaways
Strategy Without Execution Isn’t a Weakness…It’s a Superpower
Shane defies agency norms by focusing solely on strategy. By providing white-label strategic services to other agencies, Coconspirator fills a gap for firms lacking in-house strategic depth.
“We’re insiders with an outsider’s perspective,” Shane explains, referring to their ability to bring objectivity and insight that in-house teams or long-standing client-agency relationships often can’t.
The Power of Saying No
In the early years, Shane admits they took on everything, until they didn’t. Now with a clear scope of services, Coconspirator is selective about the work they take on, focusing only on projects aligned with their expertise and values.
Bold takeaway: Every “no” creates space for the right “yes.”
Build the Business Around Relationships, Not Campaigns
Coconspirator’s success has been almost entirely word-of-mouth. Shane invests heavily in community—joining boards, networking locally, and maintaining long-term client relationships.
“The more you work with somebody, the stronger those relationships get,” Shane says, highlighting how enduring partnerships often become the best growth strategy.
Partnership Should Be Earned, Not Assumed
The addition of Shane’s two partners wasn’t a quick decision. It emerged from trust, shared experience, and candid conversations about working styles, values, and conflict resolution. The result? A tightly aligned leadership team with complementary strengths.
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