Clients often want more strategic consulting from the agencies they hire. At the same time, many agencies feel the services they’re delivering are often undervalued by the clients they serve.
If both of these are true, why are so many agencies caught in what Pete Caputa calls the “Tactician’s Trap,” where it feels like you’re on an endless hamster wheel selling tactical delivery services without being valued for the strategic insights you can provide?
It often comes down to mindset. Get into the zone of becoming a trusted advisor that’s not just delivering projects but adding real value to your clients and your bottom line. This will lead to bigger budgets, stronger client relationships, and a better balance of workloads, as senior staff take on high-level strategy while the team focuses on execution.
