Episode 037. What Sustainable Growth Really Looks Like — with Amy Jackson from TaleSplash
The agency world doesn’t reward those who cling to “how it’s always been done.” It rewards the ones brave enough to redesign their business around what actually works — and what actually matters. In this powerful conversation, we sit down with Amy Jackson, founder and CEO of TaleSplash, to talk about what it really looks like to evolve your agency in real time.
Over the past year, Amy has made bold shifts in her business, from niching into health, family, and safety brands to restructuring her team, rethinking her client criteria, and raising her rates with confidence. But what makes her story resonate so deeply isn’t just the transformation itself; it’s the honest, intentional way she approached every step.
Finding a Niche Through Passion, Not Pressure
One of the most common fears agency owners share with us is that niching down will limit their opportunities. Amy felt that too. For years, TaleSplash served a wide range of industries — food, travel, tech, lifestyle — reflecting both her impressive career and her team’s broad experience. But through her involvement with the American Heart Association’s Go Red for Women initiative and her personal connection to women’s health issues, something shifted.
Amy didn’t choose a niche because it was trendy. She followed what lit her up — and let it take shape gradually. She spent months listening, learning, joining new communities, and identifying where PR could truly make a difference. Instead of cutting ties overnight, she let the focus evolve organically. Today, TaleSplash prioritizes women’s health, family-focused, and safety brands — spaces where their team of working moms feels deeply connected to the mission.
Building Strategic Depth Over Volume
As Amy leaned into this new direction, she also redefined what kinds of client relationships truly work for her team. Gone are the days of short, transactional PR projects designed to support one-off launches or seasonal campaigns. Instead, TaleSplash now partners with brands that see PR as a long-term investment — the kind that builds trust, elevates thought leadership, and creates lasting impact.
This shift wasn’t just about who they work with. It was about the kind of agency they want to be. As Amy shared, “We’re not the right fit for the company that needs 24/7, round-the-clock hustle. We’re a team of moms. We set clear boundaries. We build sustainable partnerships.” That clarity didn’t shrink her opportunities — it elevated them.
Letting Go of Vanity Metrics
Like so many founders, Amy once equated “success” with size — a bigger team, more clients, and higher top-line revenue. But as she stepped fully into the CEO role, she saw the reality behind those numbers. Larger doesn’t always mean better. It often means more complexity, thinner margins, and less time for the work that matters most.
By revisiting her goals, looking closely at the P&L, and cutting what no longer served the business, she found her way to a leaner, more focused model. And the result? Greater clarity, more aligned clients, and the space to lead strategically instead of living in reactive mode.
Charging What the Work is Worth
Amy also opened up about what it took to raise her rates — and stand by them. After supporting clients through massive news cycles that required around-the-clock coverage, she realized TaleSplash was undercharging for the value they delivered. A key turning point came when she heard another founder publicly normalize $20,000/month retainers for strong PR strategy.
That external validation, combined with her internal data, gave Amy the confidence to step into premium pricing — not as a luxury, but as a reflection of the real investment it takes to do world-class PR work. “The clients who invest at that level are the ones who get the best results,” she shared. “And they’re the ones we want to build long-term with.”
Creating a Business That Honors Life Beyond Work
Perhaps the most powerful thread in Amy’s story is how intentionally she has built TaleSplash to support the lives of the people behind it. Her team of working moms values boundaries, balance, and meaningful work — and that has become a non-negotiable part of the agency’s identity.
From spotting red flags in the sales process to communicating clear expectations early, Amy has built systems to protect her team’s capacity and energy. This is what sustainable growth actually looks like — a business that scales with purpose, not burnout.
What’s Next for TaleSplash
Amy is stepping into a new chapter focused on attracting the right clients, not just more clients. She’s trading the adrenaline of volume for the fulfillment of deep, strategic partnerships. Her story is proof that growth doesn’t always mean “bigger.” Sometimes it means clearer, stronger, and more aligned.
For every agency owner standing at a crossroads — unsure whether to niche down, restructure, or finally raise your rates — Amy’s journey is a reminder: building from the inside out is the most powerful move you can make.
(00:00:00) Niching Down Without Closing Doors
The slow, intentional process of narrowing your lane
Why a focus doesn’t mean saying no to everything else
How past experience can become your future advantage
(00:10:03) Learning Before Locking In
Why early years are for observing, not over-defining
Spotting momentum in emerging markets like women’s health
The role of PR in bridging awareness gaps through partnerships
How existing clients can reveal what makes a great future fit
(00:14:48) Defining the Right Fit
How to identify clients who let you do your best work
Why transactional projects are a fast track to burnout
The power of anchoring your niche in what lights you up
Letting go of misaligned clients without losing momentum
Building long-term partnerships over short-term wins
(00:21:34) Redefining Success on Your Own Terms
Letting go of industry-driven vanity metrics
How scaling up doesn’t always mean more profit (or joy)
Finding clarity through financial visibility and P&L insights
Creating space to lead, not just operate
(00:30:35) Pricing with Conviction
How external validation built confidence in raising rates
Learning to walk away from misaligned clients
Why premium pricing reflects real work — not ego
The power of saying no (and referring out) as a growth strategy
(00:38:16) Standing Your Ground with Premium Clients
Why underpricing leads to compromised results while premium investment creates better outcomes
Letting go of misaligned referrals without burning bridges
Repositioning your brand to attract aligned leads
Marketing as both lead generation and referral fuel
(00:46:48) Boundaries Build Better Businesses
Redesigning team structure to protect work-life balance
Why “around the clock” clients aren’t a fit for every agency
Spotting red flags early in the sales process
Setting boundaries without apology or guilt
(00:53:32) Evolving the Team, Reclaiming the Role
The emotional weight of restructuring as a founder
Learning to define success on your own terms
Building a future around meaningful client partnerships and valuing your time
This episode is brought to you by:
Metricool | Get 30 days free on any Premium plan with code DARLINGS at https://metricool.com/darlings
