Boundaries: The leadership skill that stops you imploding (especially as an agency founder)

As an agency leader, you’re constantly navigating client expectations, team dynamics, deadlines, and deliverables - often at breakneck speed. And it’s easy to fall into a trap that’s both invisible and exhausting: poor boundaries.

In this blog, adapted from episode 38 of the How to Lead podcast, we’re diving into what boundaries really are, why as an agency leader you may struggle to set them, and how to start drawing the line - kindly, clearly, and consistently.

What are boundaries?

Boundaries are simply the invisible lines you draw to protect your time, energy and wellbeing.

They help you decide:

• What’s okay and what’s not

• What you’ll take on and what you won’t

• How you’ll be spoken to

• What your work hours are

• Where your responsibilities begin and end

  
  

In an agency setting, boundaries also protect your creative energy, your team’s capacity, and your client relationships.

They’re not about shutting people out. They’re agreements - with yourself, your team, and your clients - about what’s needed to deliver your best work sustainably.

Why agency leaders struggle with boundaries

Boundaries sound simple - but in practice, they’re anything but.

Especially in agencies where:

• “Fast turnaround” becomes the norm

• Scope creep sneaks in unnoticed

• Client expectations blur the lines

• There’s pressure to always say yes

• Over-delivery is seen as good service

  
  

Add in personal factors - fear of conflict, desire to be liked, or people-pleasing habits - and it’s no wonder so many leaders are teetering on the edge of burnout.

The cost of weak boundaries 

When you don’t have clear boundaries, the impact isn’t just internal - it ripples outwards to your team and clients.

You might experience:

• Overcommitment and missed deadlines

• Frustrated creatives and overworked account managers

• Emotional exhaustion and brain fog

• Erosion of trust when balls get dropped

• A team culture where burnout becomes the norm

  
  

Without boundaries, even your most talented people won’t thrive. And your leadership impact becomes reactive, not intentional.

The benefits of healthy boundaries

When you learn to protect your time and energy - and model this for your team - everything changes.

With strong boundaries in place, you’ll see:

• Better time and resource management

• Clarity around priorities and client expectations

• Improved communication internally and externally

• A culture of respect and accountability

• More space for creativity, deep work, and strategic thinking

  
  

And most importantly, sustainable leadership.

How to set boundaries (and actually keep them)

There are three essential steps:

1. Define your boundaries

Start by asking:

• Where do I feel stretched, stressed or resentful?

• What drains me or my team most?

• What’s non-negotiable for us to deliver great work?

  
  

You might realise the issue isn’t just the urgent brief - it’s the habit of saying yes to everything without pushing back.

🟢 Start with one or two boundaries that would make the biggest difference.

2. Communicate your boundaries

A boundary isn’t a boundary until it’s communicated. Until then, it’s just a wish.

Try these examples:

• Time: “We need 48 hours for creative sign-off to maintain quality.”

• Scope: “That sounds great — let’s revisit the brief and agree what comes out to make space.”

• Tone: “Let’s keep communication respectful, especially under pressure.”

• Focus: “We’re at capacity this week. Let’s prioritise what’s essential and look at phase two next week.”

  
  

Clear. Calm. Kind.

3. Maintain them consistently

Because clients, colleagues - even you - will test boundaries. Not always intentionally, but from habit or urgency.

If you bend every time? You’re training others to ignore the boundaries.

That 10pm email reply might feel helpful… but it sets the expectation for next time.

Consistency builds credibility. And strong agency cultures start at the top.

Boundaries and people-pleasing

Let’s talk about one of the biggest boundary blockers: people-pleasing.

In agencies, it’s rampant - and often rewarded.

You’re praised for going the extra mile. For never dropping the ball. For being the “yes” person.

But over time, people-pleasing leads to:

• Resentment

• Burnout

• Muddled communication

• Teams that don’t know what’s okay and what’s not

  
  

So ask yourself: Who’s paying the price for your avoidance of discomfort?

Because when you’re stretched too thinly, feeling reactive and resentful, you can’t lead well.

How to start un-pleasing people

Try this five-step mini-strategy:

1. Name the pattern

“I’m saying yes to be liked - not because it’s the right call.”

2. Reframe the belief

“Saying no isn’t rude or unhelpful. It’s clear, kind and professional.”

3. Practise saying no lightly

“I’d love to help, but that’s out of scope right now.”

4. Let go of the reaction

Not everyone will love your boundary. That’s okay.

5. Celebrate the win

Every time you hold a boundary, you’re creating a healthier work culture.

Leading with boundaries, in an agency world

As a leader, your boundaries don’t just protect you - they set the tone for your entire agency.

If you’re always firefighting, jumping on requests, and available 24/7, you’re silently signalling:

• Urgency trumps planning

• Exhaustion is the standard

• Saying yes is the only answer

  
  

Instead, strong boundaries look like:

• Clear expectations with clients and team members

• Strategic prioritisation

• Respectful communication

• Protecting your team’s creative headspace

• Saying no with confidence and clarity

What you can try this week

You don’t need to overhaul everything. Start small:

1. Audit your yeses

Look back at the week. Where did you say yes too quickly?

2. Pick one new boundary

Choose one manageable shift - and share it with your team or a client

3. Practise one phrase

“That won’t work for us this week - shall we look at Monday?”

The bottom line

Boundaries are the difference between leading reactively and leading with intention.

They’re not about doing less. They’re about protecting the work that matters most.

And in the fast-paced agency world? That clarity is everything.

If this resonated and you’d like to strengthen your leadership foundations — whether you're managing a team, running a studio, or steering your agency through growth — I offer one-to-one coaching, group programmes and team workshops tailored to your needs..

Explore support options here → waterfallhill.co.uk/services