Why I went solo (and why I'm staying that way)

After a decade in agencies and a couple of in-house roles, I noticed something: the best work I ever did happened when I was the only person on the file.

Not because teams are bad. But because most agency teams are structured around billable hours, not client outcomes. The incentives quietly diverge.

A solo studio inverts that. Fewer clients. Deeper attention. The same person who pitched the strategy is the one writing the headlines at 11pm. There's no telephone game between strategist, creative director, and copywriter — they're all me.

It's not for every project. But for founders who want senior attention without agency overhead, it's the right shape.