9th June 2026
Micky Ogando on scrappiness, friction and focus
Episode 77
Micky Ogando
CEO and Chief Creative Officer, Bakery
Today’s guest is Micky Ogando, CEO and Chief Creative Officer of the 80-person, Austin-based independent creative agency, Bakery.
Unpacking the trend of big brands choosing indies, Micky explains why many clients misunderstand what they’re actually buying when they swap HoldCo. polish for opinionated misfits, and how this friction can be channeled into better work.
The conversation also covers how Bakery vets potential clients and when agency owners should evolve beyond improvising in their early days and start really focusing on what they’re really good at.
HIGHLIGHTS:
[02:35] Starting without a blueprint
[05:44] Misconceptions about indies
[07:54] Independent versus small
[11:41] Scale with minimal friction
[16:24] Vetting process on both sides
[21:08] Limits of improvisation
[22:26] The He-Man strategy
[23:51] Avoiding the Abilene paradox
[25:51] The Michelin star mindset
[29:43] Taste, criteria, standards and craft
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