Is a Lack of Curiosity Killing Your Agency Growth?
- Neil Adams
- Jul 14
- 4 min read
Updated: Jul 16
Reigniting Curiosity in Your Agency Culture and Why it's Essential for Growth
In today’s rapidly evolving world, one of the biggest differentiators for agencies isn’t a shiny new service or slick software stack — it’s curiosity.
The recent wave of AI tools has been a revealing litmus test. Some team members dove in with enthusiasm. Others resisted. The result? A patchwork of half-adopted ideas, stalled initiatives, and a quiet frustration bubbling under the surface.
But the real issue isn’t about AI. It’s about something deeper.
This is something I’ve experienced first-hand. There were times when I felt like the only one looking for better ways of working, pushing for progress, exploring new opportunities — while others were happy to stick with what they knew. It was draining. And if I’m honest, a bit lonely.
But the more agency leaders I spoke to, the more I realised I wasn’t alone. Many are feeling the same drag:
Their teams aren’t commercial or entrepreneurial enough.
They’re not looking for new opportunities or better ways of doing things.
They’re coasting — sticking with what they know, and resisting change.
And that’s leaving founders exhausted. Because if you’re the only one with curiosity switched on… the only one pulling the business forward… it’s no wonder you’re feeling the weight of it all.
Let’s unpack what’s going on — and how you can start to rebuild a culture of curiosity.
🔎 What Curiosity Looks Like (And Why It Matters)
Let’s get clear: this isn’t about turning everyone into TED Talk junkies or innovation gurus.
In an agency, curiosity shows up in small, everyday behaviours:
Asking why we do things a certain way.
Suggesting a tweak to a process that saves time.
Reading something outside your niche and sharing it with the team.
Pitching a new idea, just because it might work.
It’s not fluffy. It’s commercial. Curious teams:
Spot new revenue opportunities early.
Improve systems without being told.
Adapt faster to client needs and market shifts.
When curiosity is missing, the agency becomes static. Tasks get done, but nobody’s building.
Nobody’s challenging. Nobody’s thinking beyond the brief.
📊 Why Curiosity Dries Up
In most cases, the lack of curiosity isn’t about laziness. It’s about culture. Here are five common causes I see:
1. Safety Over Stretch
People learn early on what gets rewarded. If the message is “Just get it done, don’t rock the boat,” that’s what you’ll get.
2. Over-dependence on the Founder
When the founder is always the one with the ideas, the team becomes passive. Innovation becomes something that “lives upstairs.”
3. Lack of Strategic Context
If people don’t understand the bigger picture, they won’t know where to be curious — or why it matters.
4. Invisible Impact
When someone suggests a new idea and it disappears into a black hole, they stop bothering. Curiosity needs feedback loops.
5. Burnout or Boredom
Stretched people don’t innovate. Bored people don’t care. Both kill curiosity fast.
🔧 Three Practical Ways to Reignite Curiosity
Here’s where to focus if you want to make curiosity part of the culture — not just a wishful value stuck on a poster.
✅ 1. Reward and Recognise It
If you only praise output, that’s what you’ll get. If you want initiative, improvement and experimentation, you need to actively reward those too.
Share success stories from within the team.
Recognise curiosity in appraisals.
Celebrate effort, not just results.
🧪 2. Make It Safe to Fail
Most people won’t take a risk if failure means embarrassment or extra work. Create safe “test zones” — pilot projects, beta ideas, micro experiments.
Lower the stakes, but praise the bravery.
Reflect on what was learned, not just whether it “worked.”
🕒 3. Protect Time for Innovation
If all your team’s time is allocated to delivery, curiosity won’t happen.
Carve out space for “what if” thinking.
Try monthly curiosity hours or innovation sprints.
Run retro-style workshops where the team improves how you work.
If you don’t make time, don’t expect change.
🔄 Turning Curiosity Into Change
Here’s the other half of the challenge — even when you start unlocking curiosity, ideas can fizzle out without a clear process for change.
This is where smart change management matters:
I’ll be honest — I learned this the hard way. I once introduced a piece of new tech to the team, completely convinced it would transform how we worked. I was energised, certain it would be a game-changer. But instead of excitement, I was met with blank stares, resistance, and pushback.
What I saw as innovation, they saw as disruption. That moment made it clear: no matter how good the idea, it won’t stick unless your team feels part of the process.
Here’s what I now focus on:
Start with a clear strategic direction – People need a reason to care.
Involve the team early – Let them shape ideas, not just execute them.
Communicate regularly – Don’t drop change like a bombshell.
Support new skills – Curiosity without capability becomes frustration.
Celebrate the early adopters – They’re your culture carriers.
🛍️ The Long Game
Curiosity isn’t a one-off workshop. It’s a signal that shows up (or doesn’t) in dozens of daily choices.
So here’s a gentle challenge:
Are your people encouraged to question, test, explore?
Are you modelling that yourself?
Or have things settled into “This is just how we do it”?
Because here’s the truth: you can’t grow if you’re the only one doing the growing.
A curious culture multiplies the founder’s vision. It takes the weight off your shoulders. It creates momentum that doesn’t always need your push.
And in a world that’s moving faster than ever — that might just be your biggest advantage.
💬 I'd love to hear from you.
How are you fostering curiosity in your agency? What's worked (or not)?
Drop me a reply or you can connect with me on Linked-in here.
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