Robin Bonn is the founder of Co:definery and author of the international bestseller Market of One. Over the past decade, Robin has helped more than 150 agencies sharpen their positioning, escape commoditisation, and build businesses clients genuinely value.

In this episode of The Space Between, Robin joins Seth Hawthorne and Debbie Richardson to explore why most agencies don’t suffer from oversupply, but under-differentiation. They unpack the impact of AI on pricing, talent, and agency confidence, why “taste and judgement” are becoming the new strategic battleground, and how agencies can move beyond generic positioning to build a true market of one. It’s a candid conversation about optimism, strategic clarity, and why the future belongs to agencies willing to do the hard work of becoming genuinely distinct.