When we wrote our article Partnership and why we love to shout about it, we talked about the ‘trust, collaboration, and shared vision’ we believe is vital in the pursuit to become strategic collaborators with our clients.
Fundamental to this relationship is the art of being what we call a ‘critical friend’ – a powerful characteristic that we believe sets us apart from others in our sector.
Beyond ‘Yes Boss’ relationships
The traditional client-agency dynamic often follows a familiar pattern: the client requests something, and the agency delivers it without question. It's a transactional relationship where ‘the customer is always right’ reigns supreme. But is this approach truly serving either party's best interests?
We don't think so. When an agency simply says ‘yes’ to every client request without providing insight or alternative perspectives, opportunities for innovation are missed and potential pitfalls go unaddressed until they become problems.
‘I understand…but why?’
We’ve cultivated the art of being a critical friend – a partner who respects your vision but isn't afraid to challenge assumptions when necessary. This approach means asking the important ‘why’ questions, drawing on our collective experience to identify potential issues, suggesting alternative approaches and being honest about limitations.
It’s a situation we found ourselves in recently when discussing an idea with a potential new client. It was a very clear brief, ‘we want this’. Rather than a stock ‘yes boss’ response to facilitate an easy sale, our response was ‘tell me why you think you want this’. Fast forward a few months and the scope of what we’re about to start work on is entirely different from what the client thought they wanted originally but one that we’re aligned provide significantly more value than the original brief.
It's not about being difficult or contrary. It's about caring enough to be happy to have the sometimes challenging conversations that lead to better outcomes. There’s no doubt that potential client could easily had been lost with this approach. In fact, on the contrary it was exactly what won them over.
Building a proactive digital roadmap
Perhaps the greatest benefit of working with a critical friend is in developing a truly proactive approach to your digital roadmap. Rather than simply reacting to immediate needs, asking about the ‘so what?’ helps us identify strategic opportunities, prioritise initiatives based on business value, and maintain flexibility while working towards long-term goals.
This forward-thinking approach means our clients aren't just keeping pace with digital change – they're positioned to use it for competitive advantage.
So what are you looking for?
Think of this blog as more of a ‘thought for the day’ than an article. Are you looking for a ‘critical friend’ or a ‘yes boss’?
They both have their place but by seeking a partner who is invested helping you achieve the best possible results, even when that means challenging the status quo, you gain more than someone to fulfil a contract. You gain a partner who is ready to speak up when it truly counts.
Because... When it matters, Shout.
