Beyond the Tech: Wes Towers on AI, Niching, and the Future of Digital Agencies

What happens when technology starts changing the very skills your business was built around?

In this episode of The Growth Equation, I sit down with Wes Towers, Founder of Uplift 360, a digital agency that has spent more than 20 years helping trades, construction, and industrial businesses grow.

Wes shares his journey from starting an agency in his early twenties to building a long-running business that has adapted through major shifts in technology, from dial-up internet to the rise of AI. We explore how artificial intelligence is changing the value of technical work and why Wes believes digital agencies will increasingly need to move towards consulting, strategy, and helping clients make better decisions.

We also discuss the power of niching, building effective offshore teams, creating strong SOPs, and staying nimble as technology continues to evolve. Wes explains why becoming highly specialised has helped Uplift 360 deliver value faster, build stronger client relationships, and create a more efficient business.

If you're a business owner wondering how AI will affect your industry—or how to make your business more valuable in a rapidly changing market—this episode is packed with practical insights.

What You'll Learn In This EpisodeWhy niching down can create more opportunities instead of limiting them.How AI is changing the value of technical skills and digital services.Why digital agencies may need to evolve from technical providers into strategic consultants.How Wes built and managed offshore teams across the Philippines and India.Why SOPs and consistent processes are critical when working with distributed teams.How becoming highly specialised helps businesses deliver value faster.Why business owners need to stay nimble as technology continues to evolve.How thinking like an entrepreneur can help you stay ahead of changes in your industry.

Chapter Notes00:00 – Meet Wes Towers

01:40 – From Dial-Up Internet to AI

03:30 – Starting Uplift 360 in His Early Twenties

05:15 – Learning Business the Hard Way

06:45 – The Highs and Lows of Entrepreneurship

07:50 – How AI Is Changing Digital Agencies