Episode Summary
In this episode of An Agency Story, host Russel Dubree sits down with Ian Loew, founder of Lform Design, a New Jersey-based agency that builds robust web applications for manufacturers. With roots in industrial and communication design, Ian shares how his love of visual arts, and one rebellious moment, transformed into a 20-year agency journey. From moonlighting in freelance gigs to mastering the subtleties of B2B sales, Ian’s story is equal parts hustle and evolution.
Episode Highlights:
- The Bold Move: How one spontaneous elevator pitch at a networking event launched Ian’s agency.
- From Flash to Full-Stack: Tracing Lform’s evolution from basic websites to complex web applications for manufacturers.
- Sales Mastery: The impact of Sandler Training, sales coaches, and what he learned.
- AI & The Future: Ian’s honest take on the promise and fears of AI within the agency world, and how he’s guiding his team through it.
Agency Info
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Company: Lform Design
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Guest: Ian Loew
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Year Started: 2005
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Employees: 11-25
I didn’t understand that as my pricing increased, my sales process had to evolve too.
Ian Loew
Key Takeaways
Start Where You Are, Then Leap
Ian’s story reminds us that momentum often begins with discomfort. With only $2K and a small mortgage, he chose to bet on himself. His advice? Don’t wait until you feel ready, just get started, even if that means freelancing at night while working a day job.
Niching Down Pays Off
Although Ian served everyone in the beginning, it wasn’t until 2020 that Lform officially focused on manufacturing. This strategic clarity led to more relevant referrals, higher close rates, and faster onboarding due to repeatable industry insights. Generalists fade, specialists get found. As Ian puts it, “One good client in a vertical opens the door to many more.”
Invest in Sales (Then Practice It)
What has helped Ian stand out from others, is implementation. Through Sandler and one-on-one coaching, he learned to evolve beyond project-based selling into value-based partnerships. “The difference wasn’t the coaching, it was that I practiced everything they taught me.”
Don’t Fear AI,Leverage It for Efficiency
Ian views AI not as a threat, but as a tool that can free up creative energy and boost output. He’s using tools like ChatGPT and Surfer SEO while reassuring his team their roles are evolving—not disappearing. The agency of the future is built on trust and interpretation, not just output.
There’s No Such Thing as Easy Money
Early on, Ian underpriced projects but always delivered exceptional work. That built a portfolio, and a reputation, that commanded higher prices over time.
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