This document discusses balancing structure and flexibility in a digital agency. It describes two types of agencies - creative shops that prioritize beauty and developer shops that focus on utility. While too much structure hasn't worked, some simple and firm processes like a master services agreement, stakeholder alignment, and project management tools have been effective. The challenge is continuing to balance process and recipes with allowing each client's process to be unique while integrating more disciplines into projects. The goal is to build a system that is both fluid and firm.