300 Words On…Growth as a Capability
There’s an old saying: “The cobbler’s children have the worst shoes.” which perfectly encapsulates a common challenge in the agency world. Agencies are masters of crafting growth strategies for their clients, meticulously guiding them on where to invest, how to position their brand, and what messaging will deliver the best ROI. Yet, when it comes to applying those same principles to their own growth, many agencies falter.
The reality is that growth is not simply an outcome; it’s a full-blown capability—a skillset and mindset requiring methodical planning, the right talent, consistent execution, and a unified vision. Without a strategic approach to growth, agencies risk falling into a cycle of reactive pitches, unfocused marketing, and reliance on chance rather than intent.
Too many agencies fall into the trap of chasing every new business opportunity without aligning those pursuits with their long-term goals and core strengths. This scattergun approach often leads to burnout, wasted resources, and mediocre win rates. Instead of chasing every pitch, agencies need to focus on the right pitches—those that align with their positioning and expertise.
Agencies should turn the lens inward and apply the same brilliant thinking they offer clients. A long-term growth plan should align the entire agency, integrating marketing and new business into a cohesive growth strategy. By identifying their unique market position and building relationships with targeted prospects – you are 3 times more likely to win a client you have prospected – agencies can move from a reactive to a proactive growth model.
After all, the cobbler’s children deserve good shoes. Agencies that prioritise building growth as a capability in what is set to be another competitive year.
Need help with your growth planning? Come talk to 300 – It’s what we do. (and our shoes are shiny!)