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In today’s fast-evolving marketing world, the intersection of innovative business models and mindful leadership can redefine success. Drawing from the wisdom of Scott Peters, CEO of Assemble Studio, this article explores the unique nearshore agency model alongside the transformative power of leader mindfulness. Scott’s journey and insights offer invaluable lessons for agency owners, marketers, and leaders striving to balance productivity with presence. Let’s dive into seven essential insights that uncover how curiosity, culture, communication, and calmness shape a thriving nearshore agency and mindful leadership approach.
1. The Nearshore Model: A Strategic Solution to Production Challenges
Scott Peters’ story begins with a simple yet profound observation: production teams in advertising agencies are often undervalued and mismanaged. Having worked in major markets like New York, Washington, and Boston, Scott witnessed firsthand how production was treated as an afterthought, despite being critical to delivering creative ideas to market effectively.
He explains, “You can have the best, biggest, brightest idea in the world, but if you can’t get that into the proper assets and out the door in a timely fashion, you’re in trouble.” This disconnect between creative teams and production execution was the spark that led to the creation of Assemble Studio.
Traditional outsourcing often moved production work to distant locations like China or India, where time zone differences created communication and workflow challenges. Scott’s breakthrough came when a colleague suggested looking within the same time zone as the U.S. and Canada to mitigate these issues.
After extensive research, Scott chose Costa Rica as the ideal nearshore location. It aligned with his values around education, lifestyle, and growing tech infrastructure supporting Western Hemisphere companies. Together with a long-time business partner from Costa Rica, they envisioned combining the best of U.S. work ethics with Latin American production capacity to create a respectful, high-volume, and high-quality production studio.
This nearshore model not only solved logistical hurdles but also bridged cultural gaps often overlooked in mass outsourcing. Scott highlights the importance of respecting different cultures and creating an environment where production teams feel valued and empowered.
2. Why Time Zones and Culture Matter More Than Ever
One of the biggest operational advantages of nearshore production is the shared or similar time zone with clients. Scott points out that asking production teams to work night shifts to sync with U.S. business hours inevitably leads to burnout and lower quality.
“My team is nearshore, all Central and South America, and working normal hours rather than night shifts means production doesn’t suffer,” Scott says.
Beyond time zones, the cultural connection is vital. Scott describes the early days of outsourcing as a time when remote teams felt like faceless entities, often disconnected due to poor communication technology and lack of personal relationships. He emphasizes that nearshore work allows for better real-time collaboration and genuine human connection, which translates into better outcomes.
Post-COVID, the world embraced virtual collaboration tools, flattening the global workspace. Scott notes that today, global companies no longer care about accents, camera quality, or minor language imperfections. The focus is on delivering quality work efficiently, regardless of location.
This shift has made nearshore production not just a cost-saving strategy but a competitive advantage by fostering seamless collaboration and cultural understanding.
3. Embracing a Balanced Life and Mindful Leadership
Scott’s personal journey also reflects a search for balance beyond business success. After relocating his family from the U.S. to Costa Rica to be closer to his team, he discovered a profound cultural shift in priorities. In Costa Rica, family and friends come first, and work is secondary, a stark contrast to the U.S. East Coast’s hustle culture.
He observes, “In the U.S., when you walk into a party, the first question is, ‘What do you do for a living?’ Here, it’s not like that.” This shift from defining identity by work to valuing relationships and presence reshaped Scott’s leadership style and personal life.
Scott describes the difference in intensity: while Americans tend to operate at 100% intensity in every aspect of life, Costa Ricans function around 70%, allowing them to sustain a more balanced and less draining rhythm.
This lifestyle change has enhanced Scott’s productivity and presence. Rather than riding waves of chaos and frantic bursts, he now cruises steadily at his best, fostering a calmer and more intentional work environment.
4. Overcoming Obstacles to Relocation and Nearshore Integration
Relocating to be near a nearshore team can seem daunting, but Scott emphasizes that the biggest obstacle is often internal, fear or limiting beliefs about moving to a new country or culture.
He advises potential movers to:
- Travel and spend time in the new country first to understand the culture and community.
- Research thoroughly to dispel myths about safety or lifestyle challenges.
- Use relocation specialists and practical strategies like renting out existing homes.
- Remember that moving is reversible, you can always return if it’s not a fit.
Scott points out that many families live a nomadic lifestyle, moving every few years for work or exploration, and their children gain resilience, cultural fluency, and language skills that are invaluable in today’s globalized world.
He encourages leaders to overcome their mental blocks and take the first step toward a more integrated, efficient, and fulfilling work-life model.
5. Communication: The Cornerstone of Effective Nearshore Production
Scott stresses that production itself is straightforward once the process is understood. The real challenge lies in communication, especially across cultures.
He shares that at Assemble Studio, the team has built hundreds of checklists, wikis, and documentation to ensure clarity and reduce the risk of misinterpretation.
Scott explains, “No one knows what’s in your brain. If you don’t communicate clearly, especially when working fast, that’s the downfall.”
He warns against the “lazy client” syndrome—clients who provide vague briefs without specs, expecting the production team to guess their vision. This often results in multiple revisions and frustration.
Effective communication includes:
- Understanding the specific culture of the region you’re working with.
- Providing clear descriptions, specifications, and points of contact.
- Slowing down enough to share all necessary information, even if it feels redundant.
- Building trust through consistent, respectful dialogue.
By investing time in communication upfront, agencies can save time, money, and relationships in the long run.
6. Leader Mindfulness: Cultivating Calm in Chaos
One of the most powerful lessons Scott shares is the impact of mindfulness and meditation on his leadership and personal resilience.
He candidly reveals that early in his entrepreneurial journey, he struggled with high anxiety, functioning at a mental “10” when most people are at a “3 or 4.” This frenetic energy was unsustainable and detrimental.
Discovering mindfulness helped Scott regain balance. He practices meditation daily—even if just five to ten minutes—and integrates mindfulness throughout his workday by taking intentional pauses and breathing before making decisions or reviewing work.
Scott shares, “Mindfulness is not just a sit-down thing; it’s an all-day occurrence. It’s about being present and slowing down.”
This approach has transformed how Scott leads. Instead of reacting with frantic energy, he models calmness, which fosters a more comfortable and productive environment for his team.
He acknowledges that many leaders resort to “freaking out” as a misguided control tactic, but true leadership lies in maintaining composure and guiding the team through challenges calmly.
7. Preparing for the Future: Embracing AI and Evolving Roles
Looking ahead, Scott anticipates AI as the biggest disruption in advertising and marketing history. His focus is on preparing Assemble Studio’s team to adapt and thrive in this new landscape.
Rather than building proprietary AI tools, Scott’s team trains to become “AI analysts” who understand how to use and optimize existing AI platforms from Google, Adobe, Salesforce, and others.
He compares this to the early days of Google search, where mastering search operators was key to finding quality results. Similarly, mastering AI prompts and tools will be essential for future agency professionals.
Scott predicts that within two years, many traditional agency roles will be transformed or replaced by AI-driven automation. His goal is to ensure his team’s skills remain relevant by embracing AI as a powerful collaborator rather than a threat.
This proactive mindset exemplifies the blend of curiosity, adaptability, and mindfulness that leaders must cultivate to succeed in the rapidly changing marketing environment.
Final recommendations
Scott Peters’ journey with Assemble Studio offers a compelling blueprint for modern agencies and leaders. The nearshore agency model not only solves logistical and communication challenges but also fosters respectful cross-cultural collaboration. Meanwhile, embracing leader mindfulness enables leaders to navigate the pressures of high-demand industries with calm and clarity.
As AI reshapes marketing and production, the fusion of curiosity, cultural empathy, clear communication, and mindful leadership will be the cornerstones of sustainable success. Whether you’re considering nearshore outsourcing, relocating to be closer to your team, or cultivating mindfulness in your leadership style, Scott’s insights provide practical guidance for thriving in today’s globalized and fast-paced marketing world.
For those eager to explore this path, remember that the biggest barrier is often internal. By embracing curiosity and presence, you open the door to new possibilities and growth, both professionally and personally.
Watch the full podcast here: The Nearshore Agency Model and Mindfulness as a Leader | Scott Peters | The DoneMaker Podcast
Frequently Asked Questions (FAQ)
A nearshore agency model involves outsourcing production or business processes to countries within the same or similar time zones as the client’s location. This improves communication, collaboration, and workflow efficiency compared to offshore outsourcing in distant time zones.
Leader mindfulness helps leaders maintain calm, focus, and intentionality in their decisions and interactions. It reduces anxiety and frantic behavior, fostering a healthier work environment and better team performance.
Cultural understanding improves communication, respect, and expectations between teams in different countries. It helps prevent misunderstandings and builds stronger, more productive partnerships.
Common challenges include overcoming fear or limiting beliefs, adapting to new cultural norms, managing logistics like housing and schooling, and adjusting to differences in infrastructure and services.
Agencies can prepare by training teams to understand and use AI tools effectively, staying updated on technological advances, and evolving job roles to complement AI capabilities rather than compete against them.
