Most CEOs talk about values. Few are willing to make decisions that cost them revenue to uphold those values. My guest on The Scaling CEO, Devon MacDonald, believes that’s the real test of leadership.
Devon is the President and CEO of Cairns O’Neil, a media agency recently named a finalist for Media Agency of the Year by both Strategy and Campaign Global. He has scaled agencies inside global networks like Mindshare and 360i, and earlier in his career, consulted at IBM. His approach to scaling isn’t just about growth. It’s about conviction, curiosity, and leading through disruption.
Don’t Throw Everything Out
When Devon takes over a business, his first move isn’t to blow it up.
“There are many good things and qualities that existed in that company before. You have to find them and then you also have to find the things that were not working… and focus on those things.”
CEOs often make the mistake of assuming their predecessor got everything wrong. Devon looks for what’s worth preserving, then layers on new skills and services to grow.
Scaling Requires Curiosity, Not Just Skill
Not every employee can grow with a company. Devon looks for a simple signal.
“The ones who can scale… will put their hands up, will ask for opportunities, and are hungry to look for more. One of the most defining things I look for when hiring people is curiosity.”
For CEOs, curiosity is the trait that predicts whether someone will adapt to the next stage—or resist it.
Stop Reacting—Start Anticipating
Many leaders drown in industry disruption. Devon warns that reacting isn’t enough.
“If you’re planning your business to succeed based on what the industry is today, you’re going to have a hard time growing and scaling… you’re not planning for the future. You’re planning for today.”
Like Wayne Gretzky’s advice about skating to where the puck is going, CEOs must see the signs of change and run toward them.
The Soccer Field as a Scaling Lesson
As a soccer coach, Devon sees the parallels between sports and business.
“If in a soccer team you have all strikers or all goalies, you’re not going to be successful… you have to play to the team for the team to win.”
Scaling requires assembling different skill sets, motivating individuals, and ensuring collaboration across roles. CEOs who ignore this principle end up with silos instead of synergy.
Taking a Stand Even When It Hurts
Devon’s most visible stand came when Cairns O’Neil pulled advertising from Twitter/X over hate speech and misinformation.
“Principles only matter when they cost you money… we’re no longer going to advertise on Twitter until they change the policy.”
That decision cost the company, but it strengthened trust with employees and clients. Values aren’t slogans—they’re operating rules.
Lessons From Scaling With Purpose
Long before running agencies, Devon helped scale Reboot Canada, a nonprofit bridging the digital divide. The experience taught him empathy, adaptability, and how to align social purpose with organizational growth. Those lessons inform his approach today: scaling isn’t just about profit—it’s about building institutions people want to work for and with.
Leading With AI, Not Following It
AI is transforming media faster than most leaders can keep up. Devon built a cross-functional AI team to test use cases internally and with clients.
“Every company you talk to wants AI now but doesn’t understand what they’re going to do… we have a roadmapping framework to understand where clients are applying AI, what’s going to drive return, and how to implement it.”
For CEOs, the message is clear: don’t wait for AI to dictate your strategy. Lead with it, guide your clients, and build internal readiness now.
Final Takeaway
Devon MacDonald shows that scaling is as much about principle as it is about profit. Preserve what works. Hire for curiosity. Anticipate disruption. And when your values are tested, prove they matter—especially when it costs you.
I’m Glenn Gow. I coach CEOs who want to scale with conviction. On my podcast, I uncover the strategies top leaders use to grow faster—without sacrificing their values.
Listen to the full episode of The Scaling CEO with Devon MacDonald for a candid discussion on leadership, culture, and scaling with conviction.
