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The 5-Client Rule: How Skinny Balances Growth & Creative Control
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In this episode of Founders Future, host Jae Encarnacion sits down with Peter Nicholson, founder of Skinny, to explore how this lean creative studio is disrupting traditional agency models. Peter shares how decades as a Chief Creative Officer at top agencies led him to launch Skinny in 2023, offering flexible, AI-powered brand solutions for funded startups and mid-size companies underserved by conventional firms. He reveals why rejecting retainers for project-based work and maintaining hands-on involvement with just 4-5 clients at a time allows Skinny to deliver faster, more customized results while preserving creative integrity.
Peter dives into the future of retail marketing, arguing traditional retailers must shift from being destinations to "going to the people" through micro-audience strategies and platform-native content. He discusses Skinny's proprietary AI tools that amplify small budgets, why he turns down clients who aren't ready to fix their customer journeys first, and the non-negotiable rule that keeps him fulfilled: only working with brands he genuinely believes in. Tune in for insights on balancing scalability with creative control and why temporary challenges are worth the freedom of founder-led work.
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