In 2023, I realized what kind of agency I didn’t want to build. That’s how Hagmer began. I’ve been inside hundreds of agencies. Seen dozens of courses and countless posts online. Most agencies look the same to me. They are mere cash flow engines, more focused on making money than on serving their clients. They chase new business constantly and forgot about the clients they already have. I remember how devastated I felt losing my first client—not because of the money, but because I had let them down. I’m no saint, but I genuinely care about my clients. Imagine explaining to your mother how companies from around the world, complete strangers, found me—a young danish guy—online and trusted me with their critical marketing and millions in ad spend. They trusted me, and they keep trusting me. This goes beyond business; it’s personal and profound. How could I ever take such trust for granted? As a gesture of thanks for their trust, the least I can do is respond with high effort and meticulous care. I treat their investments with the same care I would my own money. That’s the principle I live by. So, when founding Hagmer, I implemented specific constraints to keep our operations client-centered, ensuring we would grow with our clients, not at their expense. And I made these rules public to hold myself accountable: 1) We can never have more than 12 active clients at a time. 2) We only enter into fully performance-based agreements. These rules help us focus on what matters: doing great work for a few, rather than mediocre work for many. Once Hagmer reaches capacity, our growth can only manifest in three ways: 1) Start charging higher performance percentages. 2) Work with better clients who have bigger budgets. 3) Help our existing clients grow and make more money, which in turn increases our earnings. These constraints inspire us to continuously ask ourselves, “How can we deliver more value?” It’s a question that drives us every day, ensuring that as we do better, so do our clients. This is the ethos at the heart of Hagmer.