Rand Fishkin

Founder/Wizard of Moz

SparkToro CEO. Author of Lost & Founder. Feminist. I love underdogs, cooking, & helping people do better marketing

In 2018, I started SparkToro, software that makes audience research accessible to everyone. I'm also cofounder of indie game maker, Snackbar Studio, author of Lost and Founder: (2018), prev founded & led Moz (2001-17) and am a frequent keynote speaker on marketing and entrepreneurship. But, I'm probably best known as the amateur chef husband of renowned author, Geraldine DeRuiter.

Cofounder & CEO

I co-founded SparkToro (with Casey Henry) to enable high quality audience research for marketers, PR folks, entrepreneurs, and product builders without the need for expensive, time-consuming, inaccurate surveys or impossible-to-scale manual research.

I'm calling it. Britney Muller's post here yesterday is the most important short piece on AI you'll read this year. Why? 👇👇👇

Cofounder of SparkToro, Alertmouse, & Snackbar Studio. Author of Lost & Founder. Feminist. I love underdogs, cooking, & helping people do better marketing

The marketing "funnel" isn't dead, at least not from the perspective of site owners seeking an analogy of the business-side experience. BUT... if you're seeking analogies for buyer behavior, the funnel really doesn't work anymore.

IMO it's more like a pinball machine. Potential buyers bounce between sources of influence, researching, observing, asking, searching, and browsing before, after, and during the decision-making process. This week's new #5minutewhiteboard breaks down how this works (and hopefully convinces your boss/team/client to stop thinking of buyer journeys as linear, funnel-like processes) 👇

If you somehow missed our joint report with Datos, A Semrush Company from 2 weeks ago:
 - AI tools continue to grow
 - But they're not taking market share from traditional search
 - Zero-click searches continue to rise (based on this + the recent Pew study, I suspect we're now >2/3rds of Google searches ending without a click)
 - Gemini and ChatGPT appear to be the breakout winners in AI. The other LLMs' growth has stalled.
 - The EU continues to adopt AI faster than the US (still surprises me!)
Full report link below 👇

GYDA

Managing Partner

Leading Mastermind Programs for ambitious digital agency leaders across Europe... Seven programs and growing...

Mastermind Leader

GYDA Initiative - Launched 2018
GYDA Member Hub - Launched 2020

GYDA Chief

Very Good Digital Ltd: Digital Agency Coach

Director

Grow Your Digital Agency

Grow Your Digital Agency does exactly what it says on the tin - it helps you grow your digital agency! More details available at www.robert-craven.com//grow-your-digital-agency/

Author

Google Partners

Lead Coach and Designer running the Google Partners’ 3-month Coaching/Training Elevator Business Growth Program for
- UK’s top 30 independent agencies
- Belgium’s top 20 independent agencies
- Romania's top 10 independent agencies

Also, Digital Agency Sales Masterclass trainer/presenter 
- Romania

Program Director, Business Coaching Program

I run workshops, seminars and programs for high-growth digital agencies via Google Partners including Business Coaching  Program (London), Rising Star Program (Bucharest), Sales Masterclass (Bucharest).

Speaker, Presenter, Coach

Check-in Journal Project

The Check-in Strategy Journal.  helps business and their people to 
- clarify strategy and direction
- gain buy-in and accountability
- balance personal and business goals.

Joint Founder

Robert Craven

rc@robert-craven.com  
+44 (0)1225 851044

- Robert is one of the UK's best-known and sought-after speakers on digital agencies and entrepreneurship
- He is not full of theoretical rhetoric; he offers practical solutions - tangible business results 
- Robert's work on marketing and strategy has been widely published and acted upon by thousands of growing businesses and agencies.

Sample Topics
- What the Above-Average do differently
- David And Goliath Work Together! - What small and big business can learn from each other
- 10 Things To Do In The Next Ten Days… (To Increase Sales, Profit, Cash And Customers)
- Bright Marketing – Why Should People Bother To Buy From You?
- More Profit – How To Significantly Increase Sales And Profit

Robert was voted #1 speaker at Google Premier Partner Global Partner Summit in New York

Testimonials
“His animated action-packed style demands participation. Robert does not give his audience the option of sitting back and merely reflecting.” 
- Professor David Storey, Warwick Business School

“Robert Craven says that ‘your whole business hinges on what your customer gets from you’. I wholeheartedly agree. … will turn your business into a powerhouse.” 
- Sir Richard Branson

Recent clients include: Google, Ricoh, AirBus, Barclays, Land Rover Jaguar, Microsoft, BlackBerry, E.ON, Nando’s, Virgin, ...

Professional Speaker and Author

Cranfield University

I run and deliver on the UKTI Export Masterclass Programme and associated programmes and conferences at Cranfield.

Programme Director and Associate Consultant

Vistage UK

Run the 'Strategy Workbook' and 'Disruptive Marketing' sessions.

Presenter

Academy for Chief Executives

Various

Act as Chair, NED and advisor to boards of digital agencies, software houses, cocktail bar chain etc

NED, Advisor

Dennis Yu (ex-Yahoo) says, “This man is the BEST at growing your agency." I think he may be exaggerating.

What I am known for is helping agency directors get what they want. 
I deliver challenging presentations, ask tough questions and help agencies to grow faster and more successfully by helping them make the tough decisions (but not in that order).

And don't forget that I do also adore my family, vintage acoustic guitars and painting!!!


If you are still reading, here is the official blurb..

- Robert is the UK's best-known and sought-after keynote speaker on growing digital agencies.  

He also talks on customers: finding, delighting and keeping more and better customers and clients.

- He is not full of theoretical rhetoric; he offers practical solutions - tangible business growth results. 
- Robert's work on marketing and growth strategy has been widely published and acted upon by thousands of businesses and agencies, from BlackBerry to Barclays, from Nando's to AirBus... from Google Partners to Uberall... from Push to Hallam Internet.


Specialties: how to find and keep customers and clients... creating the process and systems to run the business you want to run.

Robert can be reached on +44 (0)1225 851044 rc@GYDAinitiative.com

We need to stop calling agency life “complex.”

It isn’t.

As Rick Nason argues in It’s Not Complicated, there’s a huge difference between complex and complicated... and most agencies are getting this wrong.

Complex means unpredictable, non-linear, dependent on human behaviour. Think: delivering a sales pitch. Complicated means structured but detailed, with clear steps and repeatable outcomes. Think: accounting statements.

Most agency work sits firmly in the “complicated” category.
You can define success.
You know the required inputs.
You rely on consistent rules, processes, and behaviours.

The real problem?

Agencies make themselves feel complex by constantly reinventing the wheel:
- Deviating from their own processes
- Personalising everything
- Chasing novelty
- Delivering in 20 different ways
- Avoiding the “boring” work of simplification.

The best agencies win because they simplify the complicated:
- Clear scope
- Clear processes
- Clear clients
- Clear outcomes
- Less variance
- Less chaos.

Stop calling the work complex.
Start treating it as complicated.
That’s when you finally get control, predictability, and profit.

Director, GYDA.co (Grow Your Digital Agency)

There’s a phrase I hear constantly from agency owners: “Running an agency is so complex.” It’s become part of the cultural script of agency life. We r

Open article: It's Not Complicated: Understanding the Difference Between Complex and Complicated by Robert Craven • 3 min read

It's Not Complicated: Understanding the Difference Between Complex and Complicated

I was thrilled to talk to Dave Plunkett from Collaboration Junkie for our latest GYDA Talks. 

Dave shares how agencies can shift from chasing customers to being referral magnets... through real value, strong networks and standout work.

Tune in to hear:
- Why focusing on the impact you deliver draws the right clients
- How to build partnerships & referral systems that actually scale
- Practical actions to stop selling and start being the one people want to refer

If you’re an agency leader committed to sustainable growth without pushy sales tactics, this is a must-listen. 

https://buff.ly/2kl9g0E 

PS Dave Plunkett is our Masterclass Expert on 9th December https://lnkd.in/eZXaHTjN

#agencycustomer #agencyinsight #agencygrowth #agencyreferral #referrals #agenclife #agencyconsultant @daveplunkett #collaborationjunkie

The squeeze on digital agencies is real... and it’s getting tighter.

The spotlight is firmly on the pressures agency leaders are feeling right now: rising costs, shrinking retainers, AI disruption, and clients expecting more for less.

But the message isn’t doom and gloom - it’s a wake-up call.

Key takeaways that hit home:
- Clients are spending less, but expecting more. Agencies are being pushed to prove value faster and more clearly than ever.
- AI is shifting the landscape. Not a threat... but a major disruptor for agencies who don’t adapt their proposition.
- Generalists are feeling the pinch. Specialisation, clarity of offer and differentiation are no longer optional... they are survival tools.
- Leadership resilience matters. Tough markets expose weak positioning, wobbly processes and unclear strategy. Strong leaders use pressure to refine, not retreat.

Efficiency is now a competitive advantage. Agencies who streamline operations and focus on delivering meaningful outcomes will outpace those relying on outdated models.

The bottom line?
This is a challenging moment - but also a defining one. The agencies that respond with clarity, courage and focus will come out stronger.

Read the full article: https://buff.ly/nWg96TA 
#agencyinsight #agencylife #agencystrategy #agencynews #digitalagency #agencygrowth #agencyleader #growmyagency #AI #AIagency

Calling all European agency leaders... are you looking for a peer-group, business coaching and agency growth?

Our ELEVATE - WARSAW Mastermind group is open for applications and I'd love to chat with you about it!

Our group focuses on getting you where you want to go, personally and professionally. I'll help you build a solid strategy for growth, your peers will give you their insight and knowledge on what works... and we'll all hold you accountable for hitting your goals.

Interested?
DM me, email me, book a call! Rob@gyda.co

https://buff.ly/GirgYxB 
#agencyleader #europeanagency #warsawagency #polishagency #agencygrowth #agencystrategy #businesscoach #agencycoach #agencyexpert

GYDA has a brilliant line-up of events to help you sharpen your strategy, deepen your network, and step confidently into 2026:

Online Workshop: 9th December 2025, 12-1pm
How to Build a Culture of Referrals in Your Agency with Dave Plunkett of Collaboration Junkie.
Learn how to turn happy clients into your most reliable growth channel.
Ticket: Free

Online Workshop: 8th January 2026, 12-1pm
State of the Nation 2026 with Robert Craven
Your essential briefing on what’s coming for agencies next year... and how to get ahead of it.
Ticket: Free

London Mastermind Day: 2nd March 2026, 1-5pm
A powerful half-day problem-solving and planning session for agency leaders who want clarity, accountability, and real strategic breakthroughs.
Ticket: £125 including lunch

London Executive Dinner: 2nd March 2026, 6.30-10pm
An intimate dinner for 12 agency leaders - deep conversations, shared challenges, real connections.
Ticket: £80 including dinner and drinks

If you want 2026 to be a year of growth, alignment and momentum, these sessions are for you.

Register now and secure your place:
https://buff.ly/rRGq2Gk 
#agencyevent #agencyleader #londonevent #onlineworkshop #agencygrowth #agencyreferral #agencysales #agencygrowthevent #agencylife

Richard Koch’s book Simplify argues that the fastest-growing companies win because they make life easier for customers. They choose one strategic path:

1. Price Simplification
Strip the product back so far that you can halve the price.
Budget airlines. McDonald’s. IKEA.
Effective for products, almost impossible for agencies.

2. Proposition Simplification
Take something complex and make it intuitive, clear, and effortless.
iPad. Uber.
Customers pay a premium for simplicity and ease.

Koch’s warning: you cannot do both.
You either compete on rock-bottom price or on a superior, simplified experience.

For almost every agency, the win is proposition simplification:
– Make onboarding and delivery frictionless
– Codify your method so clients instantly “get it”
– Build a service that feels easier and more intuitive than the alternatives.

Agencies don’t stand out by doing more.
They stand out by making their value unmistakably simple.

The fastest-growing companies in the world share a common trait: they make life easier for their customers. In Simplify, Richard Koch argues that “sta

Open article: The Strategic Superpower Agencies Keep Ignoring by Robert Craven • 3 min read

The Strategic Superpower Agencies Keep Ignoring

Research from "The JOLT Effect," the book from the Challenger
universe, reveals how often indecisive customers stall deals — and
how the highest-performing sales people learn to spot and weed out the
creeping threat of indecision.

Ever feel like your deals are stuck in limbo?
It’s frustrating… You’ve spent time building the relationship, crafting the perfect pitch, and yet… nothing.

The reason? Indecision.
Research from The JOLT Effect reveals how often indecisive customers stall deals.

But here’s the twist — the highest-performing salespeople can spot it.
They know the signs and how to address the creeping threat of indecision before it kills the deal.

We’ve all been caught in the back-and-forth, trying to push things forward, unsure what’s causing the stall.

What works?
Learning to identify indecision early.

Great people at sales don’t just focus on what’s being said, but also on what’s not being said.

They’re experts at guiding clients through hesitation with confidence, making them feel heard, while keeping the process moving.

And you can do the same.

Start recognising the early signs of indecision and actively address them.
Take control of the conversation. Don’t let your deals stall.



#agencygrowth 
#agencyleader #agencysales

Many agency founders still make decisions through the lens of their old identity: the practitioner who once did the work.

But when you think like an SEO, designer or developer first, every client problem starts to look like the thing you already know. Meanwhile, the market moves on, and the agency doesn’t.

That isn’t a strategy. It’s inertia.

The shift happens when you change hats:

Agency Owner: “This is what we’ve always done.”
Business Owner: “What does the market want now?”
Shareholder: “How do we grow value?”

Most stay in the first category.

If you want the next stage of growth, start by asking:
Am I deciding as the expert I used to be, or the business owner my agency now needs?

Over the past few weeks, I’ve spoken with groups of agency leaders about how they make decisions. Different rooms, different specialisms, different st

Open article: Agency Owners Are Wearing the Wrong Hat by Robert Craven • 3 min read

All this talk of new business books… how can this one be ignored

https://lnkd.in/eFapBNNK

#businessbook #digitalagency #agencyleader

The Shortest and Best Book on Business. Ever.

Anyone who has followed me over the last few years will have noticed that each successive book gets shorter and more expensive. 

In 20 years, by a logarithmic progression, a Robert Craven book would be condensed to just over a page. Rather than waiting all that time, I thought we should just cut to the chase.

Those of you who have followed the 'Stop P***ing Around' and 'Take Massive Action' book chapters, blogs, articles and presentations, probably know exactly where all this is going...

All my work has a series of specific themes running through it. The themes interrelate and support each other. They are as follows:

Theme 1: Be clear about:
* Where are you now?
* Where are you going? Where do you want to be?
* How are you going to get there?

Theme 2: Focus on what you want and how you will achieve it.

Theme 3: Stop p***ing about! Take massive action.

That’s it. All the rest is commentary.

click the link to see the book

#marketingagency #digitalagency #businessbook

https://lnkd.in/ePADghZr

Open article: Book Download - The Shortest and Best Book on Business. Ever. by gyda.co

Book Download - The Shortest and Best Book on Business. Ever.

Darwin proposed that the species (read agency population) needs to adapt to the changing environment. If there were ever a changing environment, then it would be the business environment that agencies inhabit today,

#agencylife #agencyleader #ai

Not much change… I wrote this five years ago… time to make some changes?

#digitalleader #digitalagency #digitalcoach

160 years ago, 24th November 1859, Darwin published On the Origin of Species*. Let’s remind ourselves of his blockbusting new concept – it was the ide

Open article: Survival of the Fittest Agencies  by Robert Craven • 1 min read

Everyone wants the same thing:

“Just give me the playbook.”

Ten ways to get more clients.
Ten ways to raise prices.
Ten ways to close deals faster.

But here’s the reality: playbooks don’t work.

Marketing is a service. Services are contextual.
What works for one agency won’t work for another.
What works today might be irrelevant next month.

A one-size-fits-all playbook ignores your customer, your market, your proposition and your stage of growth. And if everyone followed the same playbook, it would stop working anyway.

There’s no universal manual.
But there is Stuff What Works:
Operation referrals, sharper positioning, clearer propositions.

Not scripts. Not templates.
Just the things that are working right now when applied with thought and context.

If you want real growth, stop looking for the playbook.
Start looking at your customer, your positioning and what actually works today.

Every so often, someone asks for the same thing: “Just give me the playbook.” Ten ways to get more clients. Ten ways to raise prices. Ten ways to clos

Open article: Why the “Playbook” Approach Fails Agencies by Robert Craven • 3 min read

Why the “Playbook” Approach Fails Agencies

New London cohort launching February 2026 - applications open!

If you run a digital agency, you know the truth:
Strategic thinking often gets buried under client delivery, hiring challenges, and the constant pressure to grow.

That’s why we’re launching a new GYDA Mastermind group - designed specifically for agency leaders who want to grow with clarity, confidence and support.

What this mastermind is all about:
- An intimate cohort (max 12) of driven, like-minded agency leaders
- Quarterly in-person immersive sessions in London
- Regular online check-ins to keep momentum between meetings
- A blend of coaching, accountability and actionable frameworks
- Honest conversations with peers who understand the realities of agency life

This isn’t another networking group.
It’s a space to think, solve, plan and grow - personally and professionally.

If 2026 is the year you want to scale sustainably, strengthen leadership, or simply stop growing in isolation… let’s talk. 

Book a discovery call:
https://lnkd.in/eqnRr7pe 
#agencyowner #digitalagency #mastermind #businessgrowth #leadership #agencygrowth #growthcoaching #agencystrategy

Brand-new cohort, launching in London in Feb 2026.

If your agency is scaling, hitting a plateau, or preparing for an exit, a Non-Executive Director could be the next piece of the jigsaw. 

GYDA NED - Non-Executive Director, Board Chair and Board Advisor Roles for Agencies. 

Here's how we can support your agency's growth:
- Work directly with board members and senior leadership to refine skills and execution
- Provide mentorship for CEOs, MDs, and key executives on strategy, growth, and leadership
- Act as a sounding board to ensure decisions are based on real data and proven frameworks 

Read more:
https://buff.ly/NAkM2qv 
#agencyNED #AgencyBoardChair #AgencySMT #AgencyGrowth #AgencyDirector #NonExecutiveDirector

What does leadership look like in an AI-powered world?

In this GYDA Talks episode, Antoinette Dale-Henderson (The Gravitas Programme) breaks down how AI is reshaping leadership and why human qualities matter more than ever.

Here are the big takeaways:

AI won’t replace leaders... but it will redefine what great leadership requires.
Leaders who rely on knowledge alone will feel the pressure. Those who lead with emotional intelligence, clarity and presence will thrive.

Gravitas is a superpower.
Antoinette explains how gravitas... the ability to command attention, communicate with confidence and stay grounded - becomes even more valuable as AI accelerates decision-making and complexity.

Trust is the new differentiator.
As machines take on more tasks, people need leaders they can trust. Authenticity, vulnerability, transparency — these become essential leadership traits, not optional extras.

AI is a tool, not a threat.
Used well, AI enables better communication, faster insights and stronger strategic thinking. It frees leaders to focus on what only humans can do: inspire, connect and empower.

If you’re leading a team or agency through this new era of rapid change, this episode is a powerful reminder that the future belongs to leaders who combine tech-savvy with humanity.

Watch here:
https://buff.ly/ZCn1or1 
Antoinette Dale Henderson FPSA PCC #gravitas #agencyleader #agencygrowth #agencyleadership #AIagency #AIinsight #communications #AIfuture #marketingagency #agencystrategy #agencyconsultant

Google’s AI Ecosystem is starting to lead the race (say Google fans)

#ai #agencyai #agencyleader

I help you (actually) use AI for content.

Google's AI ecosystem consists of 17+ tools.

I bet you don't know half of them (links below):

No wonder they're dominating the AI race.

Honestly I've probably missed tools here because there's so many. Some don't live to see more than two years - Google Tables is being shut down at the end of this year.

But all of these AI tools are worth exploring, at least trying, providing they match your respective workflow:

THE MODELS

Gemini 3 Thinking: The reasoning engine.
"Deep Think" capabilities for complex coding and logic.

Gemini 3 Fast: The speed engine.
Low-latency model for high-volume tasks and instant responses.

IMAGE & DESIGN

Nano Banana: AI Image Editor.
Rapidly remix images while keeping subjects consistent.

Google Imagen 3: Photorealistic Generation.
Create high-res, professional images from scratch.
↳ https://lnkd.in/eMUvTxJ8

Google Whisk: The Scene Mixer.
Blend three separate inputs (Subject, Scene, Style) into one image.
↳ https://lnkd.in/eegmjdqR

Google Stitch: UI Architect.
Turn prompts into fully layered designs and frontend code.
↳ https://lnkd.in/e4-SSb9T

VIDEO & MOTION

Google Flow: Cinematic Studio.
The pro filmmaking suite for consistent characters and storyboards.
↳ https://lnkd.in/eprRaGH9

Google Veo 3.1: Cinematic Video.
Generates 1080p+ clips with synchronized dialogue and audio.

Google Lumiere: Fluid Motion.
Uses "Space-Time Diffusion" for natural, realistic movement.
↳ https://lnkd.in/eFVySkKX

Google Vids: Enterprise Video.
Turns docs and slides into polished video presentations.
↳ https://lnkd.in/eVkYY3yD

BUILD & CODE

Google Opal: No-Code Builder.
Turn prompts into functional mini-apps in seconds.
↳ https://opal.google/

Google Antigravity: Agentic IDE.
An environment where AI agents plan and write code autonomously.
↳ https://lnkd.in/e_wQ4WSw

Google Jules: The Async Coder.
An agent that lives in your repo to fix bugs and manage pull requests.
↳ http://jules.google/

Google AI Studio: Prototyping Lab.
Access raw models and test prompts before building.
↳ https://lnkd.in/eWxSHFji

ASSISTANTS & BUSINESS

NotebookLM: Research Assistant.
Turns docs into "Deep Dive" audio podcasts and study guides.
↳ https://notebooklm.google/

Google Pomelli: Marketing Agent.
Scans your brand to auto-generate on-brand campaigns and copy.
↳ https://lnkd.in/ehs6qKH2

Gemini Gems: Custom Personas.
Create personalized experts with unique memories and instructions.
↳ https://lnkd.in/eu7qM4W9

Most of these tools power their stronger Gemini model. Lumiere is baked into Veo 3.1. Vids is baked into NotebookLM.

Smart strategy from Google - deploy these products separately, test them in the wild, then roll them into their core offerings.

They're not just building tools. They're building an ecosystem where each piece strengthens the whole.

Which one are you trying first?

♻️ Repost if you're keeping an eye on Google's AI domination.

Playing in Clevedon, Friday 5th Dec…
https://lnkd.in/g2SwSGxg

Band: Phoenix River Band
Location: Clevedon, specifically at The Riff Corner (17 Old Church Rd, Clevedon BS21 6LU)
Next Gig: Friday, December 5, 2025, at 8:30 PM
Music Style: "Atlanticana," a mix of country rock, soft rock, blues, and rock 

https://lnkd.in/g72-yrCg

#clevedon #riffcorner #phoenixriverband

taplio

The Battle

Rand Fishkin

Robert Craven

Followers

Posts

Engagements

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Performance ScoreRand Fishkin's LinkedIn Performance

Performance ScoreRobert Craven's LinkedIn Performance

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taplio

The Battle

Rand Fishkin

Robert Craven

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Rand Fishkin's LinkedIn Performance

Performance ScoreRobert Craven's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreRand Fishkin's LinkedIn Performance