When ChatGPT dropped, Scott Leff thought his content agency's run was over — instead, it clarified exactly what his team does that a model can't. He unpacks 17 years of building LEFF, the pandemic growth spurt that nearly tripled the team, and why founders can't outsource sales.

In this episode, Josh Hoffman and Scott Leff discuss:

• Building an agency from freelancing to ~40 people
• Pandemic as "rocket fuel" for B2B content demand
• Onboarding as a designed client experience
• AI pricing pressure and content quality
• Founder-led business development

Key Takeaways:

• Rapid growth can mask missing organizational muscles — work streaming in isn't the same as a business development capability.
• Technical depth is the moat. Anyone can write a feature-level piece on supply chain; connecting the dots for an expert audience is what signals credibility.
• Visibility and predictability build client confidence. Treat onboarding as a produced experience, not an email.
• Respecting senior executives' time — agendas, pre-reads, preparation — is a competitive advantage, not just etiquette.
• LinkedIn micro-targeting looked like fish in a barrel and was a dead end; systematic, intentional outreach through a CRM moved the needle instead.

"Nobody is a better evangelist for your company than you are." - Scott Leff

About Scott Leff:

Scott started LEFF in 2010 with the drive to make something new, and he’s committed to leading a creative team that says “yes” to a challenge. Scott’s early experiences playing music and managing a band gave him a chance to harness the power of promotion, cultivate strong professional relationships, and address problems with original solutions. As a managing editor of the McKinsey Quarterly and director of publications for Chicago 2016, the city’s Olympic bid organization, he continued to make bold decisions and explore ways to create distinct, powerful content. Now, Scott is helping clients achieve their goals with content that meets today’s complex business needs and strategies that position them for future success.

Connect with Scott Leff:

Website: https://leffcommunications.com/

LinkedIn: https://www.linkedin.com/in/scottmleff/ | https://www.linkedin.com/company/leff-communications/home/

Substack: https://lefffield.substack.com/

Connect with Josh Hoffman:

Website: https://northpulse.awi/

LinkedIn: https://www.linkedin.com/in/jhoffman610/

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