Choosing the right agency to partner with is a monumental decision for startup founders. After all, your startup is not just a business; it's your brainchild, your passion, your baby. 

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You’ll be spending a lot of time together - so how do you make sure you’ve found the perfect match? 

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It's not just about expertise, impressive case studies, or even the most compelling ideas.

There's a critical element often overlooked in the evaluation process: chemistry. 

I compare the startup-agency partnership to the world of dating (after all, it is a relationship-based business we are in). A few interactions often reveal if you are the right fit or if it's totally wrong.

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Selecting the right agency for your startup can often feel like this, and after a few early conversations you will probably have a sense of if things will work out (or not). 

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How to know if you'll work well together

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There are three different types of chemistry you should consider – personal chemistry, team chemistry, and business chemistry. 

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1. Personal chemistry

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The chemistry between you (the founder of the company) and the agency's leadership team. Ask yourself:

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• Would you actually hang out with this person?
• Would you take career advice from them?
• Do you trust this person to get all up in your business and ask you uncomfortable questions? 

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2. Team chemistry

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The chemistry between the agency team and yours. Ask yourself:

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• Would you be comfortable having the agency team in brainstorm sessions with your team?
• Could both teams hang out and enjoy working together? 
• Would you send your team members to the agency for training?

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3. Business chemistry

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The chemistry between the agency and your business. Ask yourself:

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• Are your business values and goals aligned? 
• Would you be comfortable introducing them to your potential clients and investors?
• Do you believe they would add value to your business based on the advice to date?

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The reality is, people buy into people. The more we understand what the people we work with need, the more successful the outcome. Chemistry creates effective communication, trust, collaboration, and synergy – which are all essential for a successful partnership.

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