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

Against a backdrop of news disproportionately full of business headlines, this month felt like the perfect opportunity to bring a client perspective to this podcast.

And who better to guide us through todays challenging landscape than John Gleason.

Having worked at Proctor and Gamble for 20 years before setting up his strategic consultancy, A Better View, John advises both clients and agencies on how to deliver better, more relevant, more valued (and valuable) solutions.

In this episode we explore the current state of design as a discipline and John shares insights from The Future of... - the conference he co-organised and co-hosted last month, bringing together design leaders to discuss whether design is declining, facing diminishing influence, or just struggling to communicate its business value.

We take a candid look at the pressures design professionals are experiencing, with John offering data-driven observations about design's role in modern organisations and practical advice for agencies and design teams to remain relevant and impactful.

John's recommended read is Reboot: Leadership and the Art of Growing Up by Jerry Colonna - listen in to find out how to win a copy.

Also mentioned in this episode:

Design Business Association Experts

Further reading:

• The Business of Design by Roger Martin

• Change by Design by Tim Brown (former IDEO CEO)

• Reimagining Design, Unlocking Strategic Innovation by Kevin Bethune

• Non-Linear: Navigating Design with Curiosity and Conviction by Kevin Bethune

Further listening:

• Strategic Counsel Creative Series Episode 1: How Agencies Need to Evolve to Remain Relevant
• 20% The Marketing Procurement Podcast: 8 Things Every Agency Says

Want to know more about client listening? Get in touch.

One of the most exciting developments I've spotted so far in 2025 has to be the launch of the Department of Creative Affairs (DCA).

So, I was delighted that DCA's founder, Amar Chohan, was able to join me for a chat here on Small Spark Theory.

In this episode, Amar shares his career journey—from aspiring lawyer to media sales—before spending 11 years at Contagious, championing creative excellence.

Now at the helm of DCA, Amar is on a mission to shine a light on independent agencies, helping them form stronger partnerships and gain the recognition they deserve. We talk about the frustrations with the traditional intermediary model and explore how DCA is taking a fresh, transparent, and content-led approach—giving independent agencies a louder voice and a fairer shot at attracting marketing spend.

Amar's recommended read is The Hard Thing About Hard Things by Ben Horowitz—listen in to find out how to win a copy.

Get in touch with Amar here if you'd like to learn more about how DCA can support your agency.

Also mentioned in the episode:

• Pay-to-Play Pitch Schemes Are Putting Agency/Client Relationships at Risk

• One Small Spark – Gunpowder's monthly challenge email.

Can you believe we're already in February? In this episode, we're diving deep into one of the most crucial (yet often overlooked) aspects of agency sales and marketing—measurement.

If you've ever struggled with tracking the success of your marketing efforts or found yourself making gut-based decisions about new business opportunities, this episode is for you.

I'll break down two key areas:

• Marketing Measurement: How to stay consistent by using a simple tracking tool to see what's really working.
• New Business Pipeline Measurement: Moving beyond guesswork with a structured, percentage-based system that brings financial visibility and clarity to your pipeline.

There's some fiddly detail in this episode so I've compiled everying into a handy guide that you can download here and start implementing today. Please do get in touch to let me know how you get on.

Also mentioned in this episode:

One Small Spark - Gunpowder's monthly challenge email.

EP26: Client Development Part One with Iain Johnston

Since discussing client development with us back in 2019 (see EP28), Jim has gone on to sell Threepipe, the agency he co-founded 20 years earlier. He finally exited the agency last year to focus on a variety of new ventures as a fractional CMO, VC, and agency advisor.

Jim shares his insights on the key challenges agencies faced in 2024 — from forecasting income to dealing with ghosting prospects and balancing resources. He also offers a fresh perspective on how agencies can better align their offers with evolving client needs, particularly when it comes to driving international growth.

We discuss tips for agencies looking to thrive in 2025 — including reviewing and differentiating your proposition. And if an eventual exit is part of the plan, we explore the steps you need to take and the benefits of Employee Ownership Trusts compared to a trade sale.

No book recommendation this month; instead, Jim shares his current podcast must-listen: "Revenue Vitals" with Chris Walker

Also mentioned in this episode:

One Small Spark - Gunpowder's monthly challenge email.

As we wrap up 2024 with this final episode, I've been reflecting on the many conversations I've had with agencies throughout the year, as well as the recurring themes shared by our amazing podcast guests.

It's been a challenging year for many, which makes this the perfect moment to focus on an invaluable asset every agency has, no matter its size, discipline, or sector: our people.

So in this episode, we're diving into how empowering our people through effective leadership and a strong culture can drive real growth. Joining me is culture transformation coach Zoe Tuffs from Times Ten.

Together, we'll unpack some of the biggest leadership challenges agencies face—like ignoring culture issues, promoting "accidental managers" without proper support, and overvaluing productivity metrics at the expense of meaningful outcomes.

Zoe will also share her top tips for creating lasting change in 2025 and of course, we'll be uncovering more opportunities for marginal gains.

And don't forget, we've got a book giveaway! Join the conversation on LinkedIn or Instagram using #SmallSparkTheory, and you could win a copy of Reculturing by Melissa Daimler, Zoe's must-read recommendation.

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Connect with Zoe on LinkedIn here: to discover more insights on transforming your people & culture strategy, values-led leadership development and team dynamics.

Book a free 30-minute chemistry call: here to explore how Zoe can help you achieve your goals.

See the impact: Watch a client success video here showing the outcomes achieved with Sledge; a creative film and live experience agency.

Transform your people strategy: Explore Times Ten's People & Growth Workshop here. (There's a 20% discount for Small Spark Theory listeners using the code **SST20**).

As we discussed in episode 92 with Stephen Kenwright, a solid sales and marketing strategy is crucial for agency growth. However, realising that growth brings its own set of challenges. Having experienced rapid growth through acquisition while leading agency sales and marketing, I'm well aware of the pitfalls of maintaining brand consistency while keeping momentum with an ever-evolving strategy.

For this episode, I was keen speak with a founder who has faced those challenges firsthand. Alisha Lyndon, founder of the growth consultancy Momentum ITSMA, secured investment in 2019 to fund a series of high-profile acquisitions. The company now offers an expanded suite of services to some of the world's largest B2B brands.

We discuss how the sales and marketing strategy has evolved to reflect additional service lines and expanded geographic reach, while also bringing clients and colleagues along on the journey.

As always, we're giving away a copy of Alisha's recommended book: Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect by Will Guidara. Tune in to find out how to win!

Also mentioned in this episode:

EP92: How to scale fast

EP62: Mastering thought leadership

EP45: Client satisfaction

Sign up for One Small Spark

The thing with marginal gains is that it feels small. And we could be forgiven for thinking that applying this approach to agency growth is simply about tinkering around the edges, making small improvements and seeing small incremental results.

I know it has a far bigger sales and marketing role to play, but wanted to talk to someone who has experienced rapid agency growth to understand the interplay between big strategy and marginal gains.

And who better than Stephen Kenwright, exited co-founder of one of the last decade's the most exciting agency start-ups, Rise at Seven.

Join us as Stephen takes us through this incredible growth story and shares his top tips for leaders who are eager to scale their agencies fast.

As always, we'll be giving away a copy of Stephen's recommended read: Why Does the Pedlar Sing by Paul Feldwick. Listen in to find out how to win.

Also mentioned in this episode:

Good advice from J Schwan

The Challenger Customer by Brent Adamson, Matthew Dixon, Pat Spenner and Nick Toman.

EP51: Raising Your Profile with Ash Jones

Ride Shotgun

Rise at Seven

It's been 6 years since Tony Walford from Green Square joined me on Small Spark Theory to discuss the practicalities of selling an agency.

To say a lot has happened since then would be an understatement. Aside from the obvious economic rollercoaster and acceleration in technology, we've seen a seismic change to the way many of us work.

I was curious to find out how these changes have affected the agency M&A market, so invited my fellow Design Business Association expert David Blois from M&A Advisory to share his observations and insights.

Join us in conversation to hear:

• which agency services are in demand
• how to measure your preparedness for sale
• what to consider when assessing a buyer

As always we have a book giveaway - David's recommendation is The Trusted Advisor by David Maister, Charles Green and Robert Galford. Simply join in the conversation on X, Instagram and LinkedIn using #smallsparktheory for a chance to win.

Of all of the marketing tools available to agencies, I'd wager that one of the most effective, yet most overlooked, is the humble email newsletter.

Which of course, makes it the perfect candidate for marginal gains and the perfect topic for this podcast. And this month, I have the perfect guest in the shape of agency newsletter specialist, Jamie Woodbridge from The Inbox Club.

In this episode we discuss why newsletters are so important - particularly in the face of so many shiny new channels, how to set good objectives, what to measure, which platforms to use, the optimum frequency and what makes winning newsletter content.

As always we'll be giving away a copy of Jamie's recommended read: A Whack on the Side of the Head by Roger von Oech

I'm delighted that Jamie and his team are going to be relaunching my very own newsletter (which has fallen ominously silent over the last year). The first issue of One Small Spark lands at the end of this month, so look out for it if you are already subscribed, or sign up here to join in the fun: http://eepurl.com/dql7rf

You can also sign up for The Inbox Club's own weekly newsletter, full of actionable advice, here: https://theinboxclub-tips.beehiiv.com/subscribe

Small Spark Theory has always been about a mindset. When I started this podcast back in 2017 I wanted to harness the marginal gains thinking that was and still is, so prevalent in elite sport and apply it to an altogether different kind of winning - agency new business.

So when I heard Serotonin Co-Founder Clair Heaviside talking about her ultra-running at an agency conference earlier this year I knew she would be the perfect guest. How right I was!

Join us as we discuss how training and competing in endurance sports has informed Clair's approach to running an agency.

This is one of the most inspiring episodes we've recorded. There is so much we can learn from Clair's experience about consistency, mental fortitude, decision-making and discipline and culture.

Clair's book recommendation is There is No Wall by Allie Bailey. Listen in to find out how to win a copy.

Also mentioned in this episode:

Jasmin Paris

EP84 with Rachel Cook

International Women's Podcast Awards