An interesting point of resistance we regularly face with clients is the reluctance to let go of an imagined self-identity. This happens even if 1) the agency is the only one apparently aware of (and married to) this identity, 2) clinging onto it isn’t exactly working a treat anyway, and 3) we’re guaranteeing a stone-cold improvement in results if the agency in question relaxes its stance.

Some agencies see themselves as working exclusively with - for instance - luxury brands, or in fashion, or tell everyone they’re specialists in the construction sector. What a shame; imagine all the invoices you could send out if you opened yourself up to sectors ‘beneath’ you.

Don’t be defined by the work you’ve done (or the work you’d rather only be doing); instead look at that unique group of people in your office (and your people really are the ONLY unique thing you can ever boast about) understand what they are just brilliant at delivering, and then think not about where they’ve been successful so you can fight for more of that, but how you could change shape slightly, change your trousers (even if it’s ditching the metaphorical tweed for ripped jeans) and start profiting as a flexible business that changes shape depending upon which configuration will most appeal to the prospect being targeted.

Create creds or sections of your website that make you look the way you want to look to a specific audience. Then invite them in and reap the rewards of being smart enough to know it’s not how you want to look that matters.

You can always change your trousers again tomorrow.