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#257

Welcome to another episode of How I Grew This podcast (https://howigrewthis.com/) from our partner Branch (https://www.branch.io/) – mobile attribution platform and app analytics solutions for enterprises. It covers building a sustainable agency through values-driven leadership and specialist focus. In this episode, hosts Amanda and Adam speak with Mick Rigby, founder and CEO of Yodel Mobile, about his 20-year journey building a specialist mobile app marketing agency. From launching just before the iPhone's debut to being recently acquired by NP Digital, Mick shares insights on sustainable growth, maintaining company values, and adapting to industry changes. Links and Resources: • Mick Rigby on LinkedIn (  / mickrigby  ) • Yodel Mobile  website (https://yodelmobile.com/) • Business Of Apps - connecting the app industry (https://www.businessofapps.com/) Today’s topics include: • Saying “no” is a strategic advantage in app growth because focus and discipline create stronger long-term outcomes than chasing every opportunity. • Yodel Mobile succeeded by committing early to being a specialist app marketing agency rather than a generalist digital services provider. • Sustainable growth comes from cash-flow discipline, profitability, and resisting the pressure to scale faster than the business can support. • Retaining talent and building a strong internal culture is a more durable competitive advantage than rapid hiring or aggressive expansion. • AI will improve efficiency and data analysis in app marketing, but human skills like judgment, empathy, and strategy will matter even more. Quotes from Mick Rigby: “I think there’s something really powerful in the ability to say no” “AI, the robots… there is so much that they’re good at, but they are and they will continue to lack the human element.” ““I’m a great believer in you either have to be a specialist or a generalist."