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Arne Hurty is the founder and Chief Creative Officer of BayCreative, a San Francisco Bay Area B2B technology marketing agency he has been running for 30 years. What started as a $500 illustration job has grown into a full-service agency serving brands like Cisco and ServiceNow — with Arne's son and daughter now working alongside him.

In this episode, Arne and Jason dig into what actually sustains an agency owner over three decades: two business partner buyouts, a full pivot to remote work, and a philosophy of building the agency around life rather than the other way around.

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E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service.

Key Takeaways:

The pursuit of quality is a bottomless pit — and that's why it works.** Arne says he has never seriously wanted to walk away from the business in 30 years. His reason: improving communication is an endless craft. If work feels boring, he says, "you're just not looking at it enough." The pursuit itself keeps going.
Design your agency around your life from the beginning.** Arne made deliberate choices to keep BayCreative at a size that fit how he wanted to live. When COVID hit, going fully virtual wasn't a crisis — it was a natural next step that also opened the door to more diverse talent.
Plan every business partner transition before you need to.** Arne has bought out two business partners over 30 years. In both cases, the transitions were manageable because expectations were clear. If you have a business partner, get the valuation method and exit terms in writing before either of you ever considers leaving.
Let family earn their seat — don't create one for them. Both Arne's son and daughter joined BayCreative casually while in college and needing money. Their work quality is what made them permanent. Arne didn't build a role to justify hiring them; their capability justified itself.

Arne also shares how meeting someone in person at least once — even with a team that is otherwise fully remote — changes the texture of every Zoom call that follows. That first handshake, he says, carries more weight than any amount of video history.

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