In this episode of Beyond the Build, Shawn Johnston talks with Maxwell Krueger, founder of Playbook Creative Agency, about what happens when a creative life turns into an agency, and the real work it takes to build something sustainable without losing the spark that started it.
Maxwell shares how Playbook started from small music industry promotions, grew through word of mouth and trust, and evolved into a broader creative and marketing agency. The conversation moves through creative identity, the pressure of being “the standard,” and the turning point where growth requires systems, not heroics.
We also cover:
- How “above and beyond” turns into a bottleneck
- Why SOPs and deliverables change everything
- How to define “good” and “done” for the team
- How to manage expectations so work gets approved
- How guardrails and transparency support leadership
