# Bakery Agency's CEO: What clients don’t understand about indies – Micky Ogando

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Text version: https://stenobird.com/podcast/the-immortal-life-of-agencies-6797269/bakery-agency-s-ceo-what-clients-don-t-understand-about-indies-micky-ogando.md
Podcast: [The Immortal Life of Agencies](https://stenobird.com/podcast/the-immortal-life-of-agencies-6797269)
Published: 2026-06-09T03:00:00+00:00
Episode link: https://the-immortal-life-of-ag.captivate.fm
Audio file: https://episodes.captivate.fm/episode/b6e6f2a9-0759-46b5-aeb6-36c862f0742a.mp3
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Duration seconds: 2296

## Resource

Today’s guest is Micky Ogando, CEO and Chief Creative Officer of the 80-person, Austin-based independent creative agency, Bakery. Unpacking the trend of big brands choosing indies, Micky explains why many clients misunderstand what they’re actually buying when they swap HoldCo. polish for opinionated misfits, and how this friction can be channeled into better work. The conversation also covers how Bakery vets potential clients and when agency owners should evolve beyond improvising in their early days and start really focusing on what they're really good at. HIGHLIGHTS: [02:35] Starting without a blueprint [05:44] Misconceptions about indies [07:54] Independent versus small [11:41] Scale with minimal friction [16:24] Vetting process on both sides [21:08] Limits of improvisation [22:26] The He-Man strategy [23:51] Avoiding the Abilene paradox [25:51] The Michelin star mindset [29:43] Taste, criteria, standards and craft MORE ABOUT MICKY: LinkedIn: linkedin.com/in/mickyogando Website: bakery.agency MENTIONED IN THE EPISODE: A Hitchhiker's Guide to the Agency Galaxy https://thecultish.substack.com/p/a-hitchhikers-guide-to-the-agency HOST SOCIALS: LinkedIn: linkedin.com/in/robinbonn Twitter: twitter.com/robonn MORE ABOUT CO:DEFINERY: Website: codefinery.com Book: Market of One Mentioned in this episode: Get Co:definery's diagnostic questionnaire Is your agency really as differentiated as you think? And have you fully embraced the commercial disruption that AI is bringing? To find out, take five minutes to complete Co:definery's diagnostic questionnaire. It's quick, free, and thought provoking, and you get a tailored report with practical guidance for sharpening your competitive edge. Visit codefinery.com/dq

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