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One thing that stands out in working with agencies is our need to talk about ourselves. We're so focused on promoting the latest work we've done, our client list, and the award we paid to win that we forget the important truth about our business: We only exist to solve our client's problems. Our work, our clients, and our awards are cool, but if you want to generate new business you need to talk about the problems you solve. Capturing someone's attention means resisting the urge to talk about what you want. Talk about what they want. There's nothing more interesting than self-interest. And here's the kicker, all of this is infinitely more achievable when you have a defined audience and focus. Not only can you become an expert in a very clear and specific problem your clients face, your understanding of their entire ecosystem becomes more clear. Soon enough, you’re no longer a vendor offering tactical services, you're a strategic partner helping to guide their business. More thoughts on this here --> https://lnkd.in/emKGuYFm