Episode Summary
Vin Thomas, founder of Fixel, shares how a job he was “completely unqualified for” launched a career in design—and ultimately, a people-first agency helping cybersecurity startups build brand presence and scale with confidence.
What starts as a humble design gig turns into a compelling narrative about leadership, specialization, and building a reputation-driven agency from the ground up.
Biggest takeaways:
- Specialization pays off. Focusing on cybersecurity clients created a referral engine that eliminated the need for outbound marketing.
- Process builds trust. Teaching clients how to work with you—especially through clear onboarding—creates smoother projects and stronger relationships.
- The agency is only as strong as its people. Vin emphasizes building an A-player team, firing fast when necessary, and fostering a “better together” culture.
Agency Info
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Company: Fixel
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Guest: Vin Thomas
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Year Started: 2010
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Employees: 1-10
Most clients mention our team and relationships before they mention the work and honestly, I love that.
Vin Thomas
Key Takeaways
Find—and Own—Your Niche
Vin didn’t set out to specialize in cybersecurity, but once he saw how well his team delivered in that vertical, he leaned in.
“You don’t want to isolate yourself from opportunity—but focusing made us more valuable and an obvious choice.”
Now, Fixel’s client roster includes dozens of cybersecurity firms, all referred from previous work. Their depth in this space has become their strongest differentiator.
Relationships Drive Revenue
Fixel doesn’t rely on SEO or paid ads. Instead, Vin built a business where every new client comes from reputation and referral. How? By focusing on the human side of business.
“Most of our testimonials aren’t about our design. They’re about our team.”
Weekly calls, ongoing retainers, and a culture of service keep clients around for years—and turn them into evangelists.
Teach Clients How to Work With You
Fixel uses models like DACI (Driver, Approver, Contributor, Informed) to guide communication and feedback on projects.
“We used to wing onboarding. Now we set expectations on Day 1—and our projects run smoother than ever.”
This small tweak has created big efficiency gains and built client confidence from the outset.
Stay in Your Zone of Genius
Vin acknowledges his strengths as a visionary—and his weaknesses with systems. That’s why he’s built a team that complements his leadership style.
“Our project manager loves spreadsheets. I don’t. That’s why we work well together.”
Recognizing and hiring to offset your weaknesses is a hallmark of mature agency leadership.
Show Notes
- Book Mentioned: Unreasonable Hospitality by Will Guidara – lessons from the restaurant world applied to client service
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