Small Spark Theory: a marginal gains approach to new business and marketing

Over the years on this podcast, we've spent a lot of time discussing how to get better at selling our ideas and services, looking for improvements in everything from positioning and marketing to outreach, presenting and pitching.

But what about our clients? How do they experience the process of buying creative work, of choosing the right team and the right ideas to deliver for their business?

That's the question preoccupying my guest in this episode. After years leading creative at some of the biggest agency networks, Steven Bennett-Day is now co-founder of independent creative studio Ourselves.

Steven has been interviewing CEOs, founders and marketers to hear, in their own words, what it's like to buy ideas and what really drives their decisions. Together we discuss the themes that have emerged from those conversations and what agencies can learn from his findings.

Listen in for your chance to win a copy of Steven's recommended read: On Connection by Kae Tempest.

What does good agency lead generation look like in 2026? At a time when we are surrounded by AI tools and bombarded by automated emails promising to deliver high-quality leads at minimal cost, it's a minefield for agencies considering new business outreach, particularly in challenging market conditions.

I have a soft spot for anyone working in lead generation. It's how I started out in this industry over 30 years ago, and whilst so much has changed in that time, one thing remains true: regardless of the advances in technology, successful new business outreach is all about people.

In this episode I talk to two brilliant people: John Schumacher and Laura Walker at Kindling.

Together we explore:

• The role of AI vs. human analysis and email craft
• How agencies can get the best from their lead generation partners
• Why smaller lists beat spray-and-pray targeting
• Why people and culture are so important in lead generation

Of course, we'll also be giving away a copy of John's recommended read, Just One Thing, by Dr Michael Mosley.

Also mentioned in this episode:

Kindling (Fickle Flame) by Elbow ft. John Grant

Kindling's branding is by John Whalley

Ask most agency owners how profitable their last project was, and you'll get one of two answers: a rough guess, or a long pause.

This kind of data is rarely readily available, and when it is, it's usually buried in a spreadsheet that someone else built, that nobody's updated since for months, with a formula that breaks in the click of a mouse.

And whilst there are a multitude of agency management platforms available, finding one that works for your agency, at your size, and providing ALL of the functionality and data you need in one place is almost impossible.

This is exactly the gap that Anna Appleton set out to close. Anna is co-founder of We Create Digital a small digital agency specialising in design, development, and accessibility, and the driving force behind Rofinery, an all-in-one agency management platform built by a small agency, for ALL agencies.

In this episode, we talk about:

• Why data is one of the most overlooked components of winning and growing new clients
• How Rofinery brings together pipeline, proposals, time tracking, resource planning, and profitability in one place
• The hidden cost of "profitability leaks" — and why agency leaders are often the worst offenders
• Building proposals grounded in real data, not finger-in-the-air estimates
• Rofinery's refreshingly straightforward pricing model — and why it's staying that way

Of course there's a brilliant book recommendation: The Seven Habits of Highly Effective People by Stephen Covey. Join the conversation on LinkedIn using #smallsparktheory and we'll pick a winner and send you a copy.

Also mentioned in this episode:

Design Business Association In Focus Report

Get in touch with Anna:

Book a demo: rofinery.com Email: [email protected]

In this episode of Small Spark Theory, we're continuing our exploration of the true value of client relationships, but this time, we're asking: what happens when things go wrong?

I'm joined by Nigel Sarbutts, former agency MD and founder of Structured Mediation, who now specialises in resolving disputes in the PR, comms and broader creative industries. Drawing on his years on both the agency and client side, as well as his PR Cavalry talent platform, Nigel explains why so many client–agency relationships unravel, how mediation really works, and what agencies can do to prevent small niggles becoming business-critical breakdowns.

If you've ever worried about a key client going wobbly, tolerated a "toxic" relationship for too long, or wondered when it's time to walk away, this conversation is for you.

In this episode, we discuss:

• Why client–agency relationships break down

• What mediation really is (and isn't)

• Typical timeframes and outcomes

• When to fight for the relationship – and when to walk away

• Prevention: how agencies can spot trouble earlier

• Client listening and audits

• The overlap between mediation and great account handling

Of course, we'll be giving away a copy of Nigel's recommended read: Leading with Questions by Michael Marquardt. Simply join the conversation on LinkedIn using #smallsparktheory for a chance to win.

Also mentioned in this episode:

A More Beautiful Question by Warren Berger

Creative People Must Be Stopped: Six Ways We Kill Innovation by David A. Owens

In a market where new business feels harder, slower, and more competitive than ever, agencies can no longer afford to overlook the opportunity sitting right in front of them.

Industry pressure, procurement complexity, and shrinking marketing budgets mean that relying solely on new client acquisition is risky. And yet, many agencies still underinvest in the skills, processes, and mindset required to truly grow existing client relationships.

In this episode, I'm joined by friend of the podcast Catherine Allison from Master the Art to explore why client development is no longer a "nice to have" — and how agencies can reframe it from something that feels sales-led to something genuinely adding value.

Together, we discuss the importance of deep curiosity about clients' businesses, the role of personal connection in long-term partnerships, and why confidence (and gravitas) matters more than ever when navigating client conversations.

Catherine introduces her practical approach grounded in curiosity, connection, and compassion — and we unpack how agencies can use this mindset to unlock growth without damaging trust.

In this episode, we unpack:

• Why client development is critical in today's new business climate

• How well agencies really understand their clients' full potential needs

• The difference between selling and genuinely adding value

• What "gravitas" looks like in client conversations — and how to build it

• How curiosity and empathy can drive commercial growth

We also explore insights from the What Clients Think survey, including the finding that 77% of clients believe strong client development improves relationships, while 80% say they only have partial knowledge of their agency's full offer.

Also mentioned in this episode:

EP103: Unlocking Growth Through Client Leadership with Kim Lawton

Design Business Association Training - Growing Existing Clients

Design Business Association Training - Powerful Presentations

What Clients Think Report

One Small Spark

This Cultural Life

For more information on in agency client development support get in touch

Here we are at the end of 2025 and our last episode of the year.

I know this year has been a tough one for many agencies, for many reasons. So I wanted to finish with a good news story. A case study of an independent agency (well two in fact) flourishing despite the challenges.

Kim Lawton, Founder & CEO of Enthuse Marketing and COO & Partner at Inspira, joins to me talk about how building a relationship-first culture in her agencies has allowed them to weather many of the storms impacting agencies in recent years.

We discuss the dymanics of client leadership and how systemised employee feedback, client feedback and a structured approach to client development can result in exceptionally high levels client retention and referrals.

Of course we'll be giving away a copy of Kim's recommended read: The Chief Event Officer's Playbook by Sasha Frieze - simply listen in to find out how to win.

Wishing all our guests and listeners a wonderful and relaxing festive break. We look forward to bringing you more inspiring conversations in 2026.

Also mentioned in this episode:

Let It Burn by Zoe Scaman

Design Business Association In Focus Report

One Small Spark

Further reading:

5 Ways to Build and Maintain Strong Agency-Client Relationships in a Competitve Market

New business, business development, lead generation, prospecting.

Call it what you will – for agencies, the practice of attracting and winning new clients has evolved.

Technology continues to diversify our services and expand the marketplaces in which we operate. Alongside this, terminology shifts, client expectations rise, and the range of macro issues impacting brands and businesses keeps growing.

Navigating the needs of prospects – then clearly articulating and demonstrating how we meet those needs – has always been fundamental to agency success. Yet, as highlighted in the Design Business Association's recent In Focus report, "new business" is now seen as the most significant risk facing agencies in both the short and the long term.

So, it feels like perfect timing to welcome two brilliant guests who are working at the frontline of business development, landing significant new clients for some of the most impressive agency talent out there.

In this episode, I'm joined by Nicky Rinks and Rich Banham from Daylight Bureau. Together, we unpack:

• The ideal conditions for cultivating business development skills

• How to approach outreach when you have a highly strategic or complex offer

• Why prospect stakeholder management matters

• The role of AI and automation vs. human engagement in business development

• Practical tips for boosting your new business pipeline

Of course there is a cracking book recommendation The School of Life: An Emotional Education by Alain de Botton. Join the conversation on LinkedIn using #smallsparktheory and we will pick a winner and send a copy.

Also mentioned in this episode:

Design Business Association In Focus Report 2025

Win Without Pitching by Blair Enns

The Personal MBA: A World-Class Business Education in a Single Volume by Josh Kaufman

One Small Spark Monthly Email

Further reading from Daylight Bureau:

The Unseen Variable: Solving the Agency Pipeline Paradox

Finally – an episode dedicated to AI!

Not the big "future of our industry" debate, but a practical look at the contractual and IP implications of our growing use of AI tools in agency life.

While the larger networked agencies may already have policies in place, for many smaller independents — or those who rely heavily on freelancers — this episode is well worth a listen.

I'll admit, this is a topic that makes my head hurt a little, but thankfully Sharon Playford, consultant solicitor at Excello Law, joins me to unpack the fast-evolving legal landscape around AI use in agencies.

Together, we explore:

• How AI impacts confidentiality, NDAs, and client contracts

• The intellectual property challenges of AI-generated content

• Why agencies need clear AI policies and staff training

• Practical tips for protecting client data and avoiding legal pitfalls

This month's book recommendation is Careless People by Sarah Wyn-Williams — tune in to find out how you can win a copy!

This episode is supported by Zack Southall Fitness

Welcome to the 100th episode of Small Spark Theory!

You may have spotted that earlier this summer, Emily Penny and Joel Stein released the Fully Saturated UK Design Agency Positioning Audit. Packed full of insights, analysis and examples of agencies that really manage to cut through the noise, it's the first audit of its kind.

In this episode, Emily joins me to take us through her methodology in compiling the report, discuss the attributes of some of the best positioned agencies and share the key takeaways for leaders of agencies (of any discipline).

You can download a summary of the report or sign up for Emily and Joel's September 16th Online Masterclass and the full report here. Emily and Joel have kindly offered a hefty discount to Small Spark Theory listeners (and subscribers to my newsletter). Just use SMALLSPARK at the checkout.

And of course we will be giving away a copy of Emily's recommended read: Integrity Etc.: Turn uninspiring company values into future-shaping strategy by Dave Greasley and Rob Alderson - listen in to find out how to win.

I'd like to take this opportunity to thank each and every one of our guests and listeners over the last 100 episodes (over almost nine years). Let's keep learning together and landing the small and the big wins!

This episode is supported by Zack Southall Fitness.

I'm always fascinated with innovations in the space that exists between agencies and their potentail clients, whether that's new marketing channels (hello podcasting!) or services that are designed to make the process of agency selection or client aquisiition more effective.

So I was delighted to be introduced to Pete Sayburn, co-founder of StudioSpace, a brand new agency marketplace model allowing clients to easily access the very best independent agency talent.

In this episode we discuss Pete's own experience of scaling an agency to successful exit, how the StudioSpace model is cutting through some of the tradtional agency selection red tape and most importantly, the agency attributes that are resonating most with clients.

Of course we'll be giving away a copy of Pete's recommended read: Shoe Dog by Phil Knight - listen in to find out how to win.

This episode is supported by Zack Southall Fitness.