Articles

For me, proactivity culminates in giving clients more than they’ve asked for – well-timed, unsolicited ideas and proposals that clearly align with unmet business needs. Proactivity signals partnership and is a leading indicator of growth. Conversations with agency leaders reveal consistent frustration with teams' lack of proactivity. So why doesn’t it happen? Lack of time is always a constraint. But I believe two other critical factors are consistently overlooked: fear of the

Recent conversations with agency leaders have often come back to the same challenge: getting teams to proactively sell to existing clients. Looking into why, a consistent blind spot emerges. Teams lack a shared, practical definition of value; a simple narrative and the skills to use it in real client conversations. This isn’t about strategy or redefining the agency value proposition; it’s an enablement gap. Your team can't sell value they don't understand Consider this: How m

I have two local coffee shops. Similar price. Similar quality. Both friendly. I always ask for sugar in my flat white. One adds it for me. The other points me to the counter. It’s not a big deal, I don’t mind stirring, and I’d certainly never complain about it. But it’s a signal. One shop cares about my experience and makes my life easier. The other follows a process that means I do the work. Don't make your clients do things you could easily do for them. When everything else