Regular listeners to this podcast will know that we spend a lot of time here talking about relationships. Of course there is much to say in our industry about creativity and marketing and technology innovation, but fundamentally, as agencies we are service businesses and so the process of attracting, winning and retaining clients has as much to do with the the people involved and the relationships we create as it does with the creative or technological outputs.

This year I've spent a lot of time auditing client relationships on behalf of agencies, so have been paying particular attention to the behaviours and dynamics that define successful working relationships - from early new business conversations all the way through to retained (and referred) business.

So I was particularly excited to receive a copy of Tuning Up, the new book by David Meikle, exploring how responsibility and control relate to one another in ALL of our relationships but specifically within the client and agency dynamic.

In this episode David joins me to discuss how using his clever Meikle Matrix to help us better understand responsibility and control, we can improve our performance and reduce stress.

Don't forget, we'll be giving a lucky listener a copy of Tuning Up, listen in to find out how to win.

This episode is sponsored by E2M, the #1 white label digital agency partner. Visit https://www.e2msolutions.com/smallsparktheory/ to enjoy 20% discount on your first month.

Also mentioned in the episode:

David's previous book: How To Buy A Gorilla

EP30: Rethinking Procurement