Haven Lifestyles produces 30 different magazines every six weeks by leveraging a team of designers based in the Philippines. This operational strategy allows for cost-effective scaling of creative production, a model applicable to many content or design-heavy businesses.

To effectively scale a marketing team, concentrate strategic thinkers and brand architects at the core (the in-house hub). Execution-focused tasks can then be distributed to remote teams or agencies (the spokes), creating a flexible and efficient structure.

Agencies are optimized for efficiency, stifling the creative experimentation needed for platforms like Meta. Top-performing brands employ an in-house strategist whose sole job is generating a high volume of diverse, "wacky" ad concepts—a function that can't be effectively outsourced.

Agencies lack the deep, nuanced context of your brand and customers. Core strategic work like research, copywriting, and wireframing should now be done in-house using AI tools. Reserve external vendors for high-fidelity UI design and development, which require specialized aesthetic and technical skills.

Creative is no longer just a department; it's a core operational supply chain. This requires managing multiple, parallel production tracks—from internal designers, customer UGC, and paid creators to AI-generated assets—that all feed into the media buying engine for continuous testing.

Novartis's CMO observed that marketers have become too distant from the creative work by outsourcing it. Bringing some work in-house eliminates translation layers, increases agility, and helps marketers regain an intuitive feel for the craft.

Founders of artisanal businesses should deconstruct their workflow into key stages (e.g., design, component production, assembly, fulfillment). The founder should retain control over creative, brand-defining steps while systematizing or outsourcing the consistent, repeatable tasks. This allows for scaling without sacrificing brand integrity.

Hiring an editor doesn't mean relinquishing all editing tasks. The most efficient model is a hybrid approach. Handle quick, simple, or time-sensitive edits yourself. Outsource only the long, complex projects or those requiring specialized skills you lack, allowing you to maintain speed while leveraging expert help where it's most impactful.

Founders must distinguish between core competencies unique to their brand (e.g., product design) and commodity tasks (e.g., warehousing). Commodity functions should be outsourced to experts who benefit from economies of scale, freeing up internal resources to focus on what creates true differentiation.