RelationshipOps of the Week #7.
Branding & Marketing Agency
|
Dec 5, 2025
“One of our bigger clients, with bigger budgets, was met at a wedding via the friendship group.”
Michael Murdoch.
This week, we’re unlocking a creative force who’s built more than just a firm.
Michael Murdoch… who runs The House, a brand and marketing agency that helps purpose-driven teams communicate with clarity. But that’s only part of the picture. He’s also the mind behind Agency Folk, a growing community of agency founders, and StoryCube, a framework designed to sharpen messaging and scale relationships.
What drew me to Michael isn’t just his work; it’s the way his world is structured around people. From his clients to his partners, from his frameworks to his weekly events, everything circles back to how relationships are developed, nurtured, and transformed.
So this week, we’ve invited him to share what he’s learned about keeping those relationships strong… especially in the operational context.
Know, Like, and Trust.
Leonard Chin: What’s an instance when a relationship led to a big win or a really great opportunity for your business?
Michael Murdoch:
“One of our bigger clients, with bigger budgets, was met at a wedding via the friendship group. Not the more scalable way to do business but it proves people like to work with people they know, like and trust. Other examples have included simple workshops for a range of businesses to help kick start the relationship, which then lead to big projects, sometimes years down the road.”
Why Agency Folk.
Leonard Chin: What's your daily/weekly routine for maintaining relationships that help your business?
Michael Murdoch:
“I started Agency Folk partly as a way to meet other agency owners and build/maintain better relationships, so it's now ingrained in my every day tasks from weekly email newsletters, to Linkedin posts, to events at least once a week. The agencies in my network have allowed me to build a community, offer and receive useful advice and find new collaborators and clients. It's been great fun and it's a nice way to do business.”
Get Out There.
Leonard Chin: What tips would you give to your younger self around relationships and how they impact business?
Michael Murdoch:
“Remember the "know, like, trust" mantra. You need to get out there and promote/network to be known. You then need to find your tribe so you can click with the right audience and not only find people you like, but be liked too. And you then need to spend time with them online or in-person to build trust. That's possibly the hardest bit, but it pays off in the end.”
Key Takeaways.
I believe not many agency leaders have the kind of combination Michael Murdoch has: Strong community and ongoing agency operational experience. And being able to get his two cents about relationships is something I’m grateful for. If anything, here are a few key takeaways that I think would help you in your journey…
Real connections don’t follow a formula. Some of Michael’s biggest projects began with simple, human moments like a chat at a wedding or a simple workshop.
Relationships are built into the work. Agency Folk isn’t just a side project; it’s now central to his weekly rhythm, from newsletters and LinkedIn to in-person meetups.
“Know, like, trust” takes time. Finding people you like is one thing… and being liked is another. Michael’s advice? Put yourself out there.
That’s all for now.
If you're open to sharing your experiences in one of our future articles… or know of someone who is, feel free to drop me an email here.
Author.
Leonard Chin
Follow me on LinkedIn.
Michael Murdoch.
This week, we’re unlocking a creative force who’s built more than just a firm.
Michael Murdoch… who runs The House, a brand and marketing agency that helps purpose-driven teams communicate with clarity. But that’s only part of the picture. He’s also the mind behind Agency Folk, a growing community of agency founders, and StoryCube, a framework designed to sharpen messaging and scale relationships.
What drew me to Michael isn’t just his work; it’s the way his world is structured around people. From his clients to his partners, from his frameworks to his weekly events, everything circles back to how relationships are developed, nurtured, and transformed.
So this week, we’ve invited him to share what he’s learned about keeping those relationships strong… especially in the operational context.
Know, Like, and Trust.
Leonard Chin: What’s an instance when a relationship led to a big win or a really great opportunity for your business?
Michael Murdoch:
“One of our bigger clients, with bigger budgets, was met at a wedding via the friendship group. Not the more scalable way to do business but it proves people like to work with people they know, like and trust. Other examples have included simple workshops for a range of businesses to help kick start the relationship, which then lead to big projects, sometimes years down the road.”
Why Agency Folk.
Leonard Chin: What's your daily/weekly routine for maintaining relationships that help your business?
Michael Murdoch:
“I started Agency Folk partly as a way to meet other agency owners and build/maintain better relationships, so it's now ingrained in my every day tasks from weekly email newsletters, to Linkedin posts, to events at least once a week. The agencies in my network have allowed me to build a community, offer and receive useful advice and find new collaborators and clients. It's been great fun and it's a nice way to do business.”
Get Out There.
Leonard Chin: What tips would you give to your younger self around relationships and how they impact business?
Michael Murdoch:
“Remember the "know, like, trust" mantra. You need to get out there and promote/network to be known. You then need to find your tribe so you can click with the right audience and not only find people you like, but be liked too. And you then need to spend time with them online or in-person to build trust. That's possibly the hardest bit, but it pays off in the end.”
Key Takeaways.
I believe not many agency leaders have the kind of combination Michael Murdoch has: Strong community and ongoing agency operational experience. And being able to get his two cents about relationships is something I’m grateful for. If anything, here are a few key takeaways that I think would help you in your journey…
Real connections don’t follow a formula. Some of Michael’s biggest projects began with simple, human moments like a chat at a wedding or a simple workshop.
Relationships are built into the work. Agency Folk isn’t just a side project; it’s now central to his weekly rhythm, from newsletters and LinkedIn to in-person meetups.
“Know, like, trust” takes time. Finding people you like is one thing… and being liked is another. Michael’s advice? Put yourself out there.
That’s all for now.
If you're open to sharing your experiences in one of our future articles… or know of someone who is, feel free to drop me an email here.
Author.
Leonard Chin
Follow me on LinkedIn.