3 Prompts to Rethink Your Agency's Focus

Here are some prompts for you to chew on over the weekend:

1. Think about your agency's current service offering: Are you selling what you're good at, or what your market desperately needs? What if those aren't the same thing - and what opportunities are you missing because of that gap?

2. When you lose a deal to "doing it in-house," is it really because your prospect thinks they can match your technical expertise? Or is it because you haven't demonstrated enough industry-specific value beyond your core service?

3. If I gathered all your top-performing clients in a room and asked them to describe your agency's superpower, would they all give the same answer? And would that answer be about your technical capabilities, or about how deeply you understand their world?

Have a great weekend.

Frequently Asked Questions

Why might what I'm good at and what the market needs actually be different things?

Because skill and demand don't always align. Selling what you're good at can miss real opportunities if the market's actual need points somewhere slightly different, a gap worth examining honestly.

Why do prospects sometimes choose "doing it in-house" over hiring an agency?

Often it's not really about matching technical expertise. It's more likely that industry-specific value hasn't been demonstrated clearly enough beyond the core service itself, leaving room for the prospect to think they can handle it internally.

How do I know if my top clients would describe my agency the same way?

Imagine gathering them in a room and asking about the agency's "superpower." If the answers would vary widely, or focus only on technical capability rather than understanding their world, that inconsistency points to unclear positioning.

What does it mean if clients describe the agency by technical capability instead of understanding?

It suggests the differentiation is still surface-level. Deep understanding of a client's world tends to be a stronger, more durable answer than a list of technical skills any competitor could also claim.

How much time should I spend on these three prompts?

Enough for real weekend reflection. The value is in sitting with the gap between what's offered and what's actually needed, not producing a quick, surface-level answer.