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Jun 4, 2016 · 21m · top-founders

He Quit Six Figure Job To Launch Agency Right As First Kid Was On Way, EP 256: John Lincoln

John Lincoln · 11m spoken Nathan Latka · 7m spoken
0:00 / 0:00

gold bands on the timeline = statements, start to end. Hover to read, click to jump. CC turns on captions

In this episode of The Top, host Nathan Latka interviews Ignite Visibility CEO John Lincoln, exploring how he bootstrapped a multi-million-dollar digital marketing agency after leaving a six-figure job, utilized personal thought leadership to generate hundreds of inbound leads, and scaled operations to service major enterprise clients.

How this conversation actually went

Every chapter scored 0–10 on four independent dynamics. Hover any point for the reasoning behind the score. Nathan holds 38.8% of the talking time here. How this is scored →

Nathan as informed peer 4.7 Guest teaching 4.0 Guest disagreement 1.2 Nathan pushing back 2.7
05100:0010:0020:001:03–3:29 · Nathan as informed peer 4/10 Introducing Guest John Lincoln Nathan introduces John Lincoln and explores his transition from an agency director making over six figures to starting his own firm. John answers smoothly and shares personal background without any tension.3:30–5:33 · Nathan as informed peer 5/10 Bootstrapping Ignite Visibility and Rapid Revenue Growth Nathan presses for specific numbers regarding initial investment, contract values, and historical revenue figures. John provides transparent figures, explaining contract sizes and rapid scaling from $1M to over $2M.5:33–7:42 · Nathan as informed peer 6/10 Agency Profit Margins and Reinvesting Cash Flow Nathan inquires about net margins and how excess agency cash flow is deployed. John declines to state his exact partner take-home pay to protect employee confidentiality, but educates Nathan on typical agency cash management strategies.7:42–12:39 · Nathan as informed peer 5/10 Writing and Self-Publishing 'Digital Influencer' Nathan drills into the economics of John's self-published book, including distribution, ghostwriting, and sales figures. John clarifies his motivation to give proceeds to charity and explains using Amazon CreateSpace rather than traditional publishers.12:40–15:40 · Nathan as informed peer 4/10 Online Channels and Enterprise Clientele Nathan interrupts an ad break to circle back on what specific services Ignite Visibility provides for major clients like Fox. John breaks down their core SEO, social media, and conversion rate optimization offerings.15:40–20:00 · Nathan as informed peer 4/10 The Famous Five Rapid-Fire Questions Nathan conducts the Famous Five lightning round, prompting John for his favorite marketing tools and advice to his younger self. John delivers rapid, practical responses in a cooperative atmosphere.1:03–3:29 · Guest teaching 3/10 Introducing Guest John Lincoln Nathan introduces John Lincoln and explores his transition from an agency director making over six figures to starting his own firm. John answers smoothly and shares personal background without any tension.3:30–5:33 · Guest teaching 4/10 Bootstrapping Ignite Visibility and Rapid Revenue Growth Nathan presses for specific numbers regarding initial investment, contract values, and historical revenue figures. John provides transparent figures, explaining contract sizes and rapid scaling from $1M to over $2M.5:33–7:42 · Guest teaching 5/10 Agency Profit Margins and Reinvesting Cash Flow Nathan inquires about net margins and how excess agency cash flow is deployed. John declines to state his exact partner take-home pay to protect employee confidentiality, but educates Nathan on typical agency cash management strategies.7:42–12:39 · Guest teaching 5/10 Writing and Self-Publishing 'Digital Influencer' Nathan drills into the economics of John's self-published book, including distribution, ghostwriting, and sales figures. John clarifies his motivation to give proceeds to charity and explains using Amazon CreateSpace rather than traditional publishers.12:40–15:40 · Guest teaching 4/10 Online Channels and Enterprise Clientele Nathan interrupts an ad break to circle back on what specific services Ignite Visibility provides for major clients like Fox. John breaks down their core SEO, social media, and conversion rate optimization offerings.15:40–20:00 · Guest teaching 3/10 The Famous Five Rapid-Fire Questions Nathan conducts the Famous Five lightning round, prompting John for his favorite marketing tools and advice to his younger self. John delivers rapid, practical responses in a cooperative atmosphere.1:03–3:29 · Guest disagreement 1/10 Introducing Guest John Lincoln Nathan introduces John Lincoln and explores his transition from an agency director making over six figures to starting his own firm. John answers smoothly and shares personal background without any tension.3:30–5:33 · Guest disagreement 1/10 Bootstrapping Ignite Visibility and Rapid Revenue Growth Nathan presses for specific numbers regarding initial investment, contract values, and historical revenue figures. John provides transparent figures, explaining contract sizes and rapid scaling from $1M to over $2M.5:33–7:42 · Guest disagreement 2/10 Agency Profit Margins and Reinvesting Cash Flow Nathan inquires about net margins and how excess agency cash flow is deployed. John declines to state his exact partner take-home pay to protect employee confidentiality, but educates Nathan on typical agency cash management strategies.7:42–12:39 · Guest disagreement 1/10 Writing and Self-Publishing 'Digital Influencer' Nathan drills into the economics of John's self-published book, including distribution, ghostwriting, and sales figures. John clarifies his motivation to give proceeds to charity and explains using Amazon CreateSpace rather than traditional publishers.12:40–15:40 · Guest disagreement 1/10 Online Channels and Enterprise Clientele Nathan interrupts an ad break to circle back on what specific services Ignite Visibility provides for major clients like Fox. John breaks down their core SEO, social media, and conversion rate optimization offerings.15:40–20:00 · Guest disagreement 1/10 The Famous Five Rapid-Fire Questions Nathan conducts the Famous Five lightning round, prompting John for his favorite marketing tools and advice to his younger self. John delivers rapid, practical responses in a cooperative atmosphere.1:03–3:29 · Nathan pushing back 2/10 Introducing Guest John Lincoln Nathan introduces John Lincoln and explores his transition from an agency director making over six figures to starting his own firm. John answers smoothly and shares personal background without any tension.3:30–5:33 · Nathan pushing back 3/10 Bootstrapping Ignite Visibility and Rapid Revenue Growth Nathan presses for specific numbers regarding initial investment, contract values, and historical revenue figures. John provides transparent figures, explaining contract sizes and rapid scaling from $1M to over $2M.5:33–7:42 · Nathan pushing back 4/10 Agency Profit Margins and Reinvesting Cash Flow Nathan inquires about net margins and how excess agency cash flow is deployed. John declines to state his exact partner take-home pay to protect employee confidentiality, but educates Nathan on typical agency cash management strategies.7:42–12:39 · Nathan pushing back 3/10 Writing and Self-Publishing 'Digital Influencer' Nathan drills into the economics of John's self-published book, including distribution, ghostwriting, and sales figures. John clarifies his motivation to give proceeds to charity and explains using Amazon CreateSpace rather than traditional publishers.12:40–15:40 · Nathan pushing back 2/10 Online Channels and Enterprise Clientele Nathan interrupts an ad break to circle back on what specific services Ignite Visibility provides for major clients like Fox. John breaks down their core SEO, social media, and conversion rate optimization offerings.15:40–20:00 · Nathan pushing back 2/10 The Famous Five Rapid-Fire Questions Nathan conducts the Famous Five lightning round, prompting John for his favorite marketing tools and advice to his younger self. John delivers rapid, practical responses in a cooperative atmosphere.

speaking balance: gold is Nathan, purple is the guest (3 minute bins)

0:00 · Nathan 65% · guest 35%0:00 · Nathan 65% · guest 35%3:00 · Nathan 21.7% · guest 78.3%3:00 · Nathan 21.7% · guest 78.3%6:00 · Nathan 19.1% · guest 80.9%6:00 · Nathan 19.1% · guest 80.9%9:00 · Nathan 20.5% · guest 79.5%9:00 · Nathan 20.5% · guest 79.5%12:00 · Nathan 63.5% · guest 36.5%12:00 · Nathan 63.5% · guest 36.5%15:00 · Nathan 28.3% · guest 71.7%15:00 · Nathan 28.3% · guest 71.7%18:00 · Nathan 50.6% · guest 49.4%18:00 · Nathan 50.6% · guest 49.4%21:00 · Nathan 100% · guest 0%21:00 · Nathan 100% · guest 0%
Sharpest disagreement ▶ 5:55 Declining to reveal exact owner salary numbers

John politely pushes back against giving exact take-home salary figures because he knows his agency employees will listen to the episode.

 Hardest push from Nathan ▶ 5:53 Probing on gross vs net profit margin calculations

Nathan interrupts to clarify whether John's stated 20 to 30 percent margin is net or gross, then immediately calculates leftover cash.

 Biggest teaching moment ▶ 6:40 Agency cash flow allocation and tax write-off tactics

John educates Nathan on how growing agencies strategically allocate year-end surplus cash into 401(k) matching, prepaying marketing expenses, or acquiring real estate.

 Nathan holds their own ▶ 12:20 Synthesizing the pros and cons of self-publishing models

Nathan demonstrates his understanding of the author landscape by comparing John's 100% royalty self-publishing model to major traditionally published authors.
the scores for every segment, with the reasoning behind each
ChapterTopicNathan as informed peerGuest teachingGuest disagreementNathan pushing backWhy
Introducing Guest John Lincoln 4312 Nathan introduces John Lincoln and explores his transition from an agency director making over six figures to starting his own firm. John answers smoothly and shares personal background without any tension.
Bootstrapping Ignite Visibility and Rapid Revenue Growth 5413 Nathan presses for specific numbers regarding initial investment, contract values, and historical revenue figures. John provides transparent figures, explaining contract sizes and rapid scaling from $1M to over $2M.
Agency Profit Margins and Reinvesting Cash Flow 6524 Nathan inquires about net margins and how excess agency cash flow is deployed. John declines to state his exact partner take-home pay to protect employee confidentiality, but educates Nathan on typical agency cash management strategies.
Writing and Self-Publishing 'Digital Influencer' 5513 Nathan drills into the economics of John's self-published book, including distribution, ghostwriting, and sales figures. John clarifies his motivation to give proceeds to charity and explains using Amazon CreateSpace rather than traditional publishers.
Online Channels and Enterprise Clientele 4412 Nathan interrupts an ad break to circle back on what specific services Ignite Visibility provides for major clients like Fox. John breaks down their core SEO, social media, and conversion rate optimization offerings.
The Famous Five Rapid-Fire Questions 4312 Nathan conducts the Famous Five lightning round, prompting John for his favorite marketing tools and advice to his younger self. John delivers rapid, practical responses in a cooperative atmosphere.

Statements from this episode (9)

Assertion Not checkable as stated
John Lincoln left a $100K+ salary at SEO Inc. to launch agency
“It was you know, over a 100,000. So I was making really good money.”
John Lincoln Jun 4, 2016 ▶ 2:37
Disclosure
John Lincoln launched Ignite Visibility with a $10,000 personal investment
“So I had invest personally about 10,000 dollars that I had saved up on my own.”
John Lincoln Jun 4, 2016 ▶ 3:40
Assertion Not checkable as stated
Ignite Visibility's client retainers range from $2,000 to $20,000 monthly
“So our general contracts are between 2000 dollars a month, all the way up to 20,000 dollars a month. A good size contract for us is around 4000 dollars or five,”
John Lincoln Jun 4, 2016 ▶ 4:24
Assertion Not publicly verifiable
Ignite Visibility generated nearly $1M in revenue in its first year
“The first year we did just under a million dollars.”
John Lincoln Jun 4, 2016 ▶ 4:53
Assertion Not publicly verifiable
Ignite Visibility generated over $2M in revenue in 2015
“And in 2015, we did a little over two.”
John Lincoln Jun 4, 2016 ▶ 5:00
Prediction Not publicly verifiable
Ignite Visibility is projected to surpass $3M in 2016 revenue
“This year we'll be over three.”
John Lincoln Jun 4, 2016 ▶ 5:05
Assertion Not checkable as stated
Lincoln: Most marketing agencies operate at 20% to 30% profit margins
“As far as profit, you know, our margins for most agencies, ours included is, is, isn't the kind of like 20 to 30% range off of gross.”
John Lincoln Jun 4, 2016 ▶ 5:43
Assertion Not checkable as stated
Ignite Visibility receives 200 to 300 inbound leads per month
“Ignite visibility. We get over two, 300 leads a month from people who are requesting our services.”
John Lincoln Jun 4, 2016 ▶ 8:53
Assertion Not checkable as stated
Ignite Visibility operates with 30 employees and roughly 70 clients
“You know, our company has, you know, 30 employees. We've got about 70 clients.”
John Lincoln Jun 4, 2016 ▶ 15:11
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