This one’s all about growth—the gritty kind. In a conversation with Molly McKinney Walker and RC Walker of La Storia Productions, the duo shares how they bounced back from a rough 2023 with a strategic mantra: “Calculated Persistence.” It’s not just a catchphrase—it’s a mindset that helped the husband-and-wife team land 14 new clients and grow 150% year-over-year. From role shifts to long-term thinking, this one’s a deep dive into how small shops can grow without losing their soul.
What Is Calculated Persistence?
“2024 was La Storia’s best year yet… but that also shows you how crappy 2023 was,” said Molly. They coined “calculated persistence” as their agency mantra—strategically efforting the same tasks, every day, with purpose. “It became applicable to everything—business, family, all of it,” she said. RC added, “You can’t get overwhelmed by the short-term wins or losses.”
Molly on Taking Over New Biz
Taking on business development was a big shift. “It was super uncomfortable,” Molly admitted. A longtime EP, she wasn’t used to the metrics-driven sales side of agency life. But reframing the job helped. “I’m not inspired by quotas—I’m inspired by helping people,” she said. That mindset, combined with daily persistence, helped La Storia grow its client list significantly in just a year.
What Gets Overlooked: The Non-Urgent, But Important Stuff
One of Molly’s takeaways? “Learn to ignore the urgent minutiae.” She emphasized distinguishing between what’s urgent and what’s actually important. “So many things get sidelined that should be core,” she said. RC gave her props: “You’ve really evolved in putting that into practice.”
What Changed in RC’s Creative Mindset
As La Storia’s creative lead, RC talked about learning to be okay when ideas change—or even die. “Sometimes people don’t like your ideas. Sometimes you fight for it, sometimes you don’t. That’s the calculated part,” he said. For him, maturity has meant knowing when to push, when to adapt, and when to walk away without losing heart.
Building Lasting Client Relationships
“We don’t want one-off projects,” Molly said. So how do they build long-term partnerships? “We stand in the gap for our clients. We’re not just yes men—we support and challenge them.” RC added, “It’s about understanding them as well as they understand themselves.” Sometimes, clients even stay at their house when they’re in town. “It’s a revolving door, and we like it that way.”
Data, Audits, and Knowing When to Say No
After a big growth year, Molly did a full audit of their work: what went well, what didn’t, and which types of projects are no longer worth taking. “It wasn’t super scientific, but it gave us a gut check,” she said. One key decision? Raising their minimum project fee based on what actually works for their business and team.
What’s Next for La Storia?
“Maybe that’s the next mantra—Calculated Expansion,” Molly joked. With a clearer picture of their clients and team strengths, they’re thinking long term. RC summed it up: “We’ve got more freedom to look at who we want to work with and who we want to be. It’s not about survival anymore—it’s about thriving.”
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Doug Zanger is the founder and editor-in-chief of Indie Agency News. He is also the founder of the Creative Bohemian consultancy, lives in the Pacific Northwest and is insufferable about it.
