What do recessions, COVID, AI… and a surprisingly accurate “dick radar” have in common?
They’re all part of the latest episode of the Agency Intensive Podcast, where Richard Hill sits down with Matt and Russell, co-founders of Rusty Monkey, to discuss what it really takes to build an agency that stands the test of time.
After more than 25 years in business, Matt and Russell have seen just about everything. From the early days of freelance projects in 1999 through economic downturns, changing technologies, shifting client expectations and now the rise of AI, they’ve continued to evolve without chasing every trend or falling into the trap of growth for growth’s sake.
And that’s exactly what makes this conversation so refreshing.
Meet Rusty Monkey
Based in Nottingham, Rusty Monkey is a creative digital agency specialising in web development, eCommerce and digital experiences. But unlike many agencies that measure success by headcount or flashy offices, Matt and Russell have built their business around something much simpler:
Building an agency they actually enjoy running.
Rather than aiming for hundreds of employees, they’ve consciously kept the business lean, profitable and focused on working with clients who are the right cultural fit.
It’s an approach that’s becoming increasingly relevant as AI reshapes how agencies work.
The Big Themes From The Episode
Without giving too much away, this episode explores some of the biggest challenges agency owners are facing today.
Why bigger isn’t always better
One of the standout discussions centres around agency growth. Many agency owners feel pressure to hire more people, win more clients and continually scale. Matt and Russell take a different view.
They openly discuss why they’ve intentionally resisted becoming a huge agency, how they’ve found the sweet spot for their team and why profitability often beats vanity metrics. It’s an honest conversation that many agency owners will probably relate to.
The budget conversation every agency avoids
If you’ve ever heard a prospect say:
“We don’t really have a budget.”
You’ll love Matt’s approach.
His simple (and surprisingly funny) way of uncovering a client’s real budget is worth listening to on its own and it’s something many agencies could start using immediately.
AI: Incredible… but also “a gaslighting jerk”
Naturally, AI had to make an appearance. Rather than jumping on the hype train, the discussion takes a much more balanced approach. Matt describes AI as: “A gaslighting jerk.”
If you’ve ever had ChatGPT confidently tell you something completely wrong, apologise… and then immediately repeat the same mistake, you’ll know exactly what he means.
The conversation explores where AI genuinely adds value, where it speeds up agency workflows and where human expertise still makes all the difference.
It’s one of the most practical AI conversations we’ve heard, not driven by fear or hype, but by real experience.
Then… the conversation went slightly off-piste…
Every podcast has those moments that weren’t planned.
This episode had several. Somehow, an innocent discussion about choosing the right clients led to the phrase:
“How accurate is your dick radar?”
We’ll let you discover the full context yourself…
It’s these unscripted moments that make Agency Intensive feel less like an interview and more like listening in on a conversation between agency owners who’ve all been through similar experiences.
Our Biggest Takeaway
Perhaps the simplest piece of advice from the whole episode was also the most memorable.
“Just don’t be a dick.” It sounds obvious. But whether you’re choosing clients, hiring people, building partnerships, navigating difficult conversations or just living life, it’s surprisingly good advice.
Why You Should Listen
Whether you run an agency, work in eCommerce, or simply want to build a more sustainable business, this episode is packed with practical advice that comes from decades of real-world experience.
You’ll learn about:
Building a profitable agency without chasing endless growth.
Pricing projects with confidence.
Creating long-term client relationships.
Running successful community events that aren’t sales pitches.
Why culture matters more than almost anything else.
And, of course, you’ll finally discover the story behind “How accurate is your dick radar?”
🎙️ Listen to the latest episode of the Agency Intensive Podcast featuring Matt and Russell from Rusty Monkey wherever you get your podcasts.
If you enjoy honest conversations about agency life, eCommerce and growing a sustainable business, don’t forget to subscribe so you never miss an episode.
