Clients Don't Buy Your Values. They Buy the Proof Behind Them.
In a saturated agency market, a clever strapline isn't enough. Dom Geary explores why values only matter when they're proven through consistent behaviour — not just written on a wall.
Clients do not buy your values. They buy the proof behind them.
I was with one of my agency clients recently, talking about what they stand for — their values, purpose and point of difference.
I never get bored of seeing and hearing the passion from teams and founders who genuinely believe in what they are trying to achieve, and why they are different or better.
But the agency market has never been more saturated. With so many "me too" businesses, it is increasingly difficult to stand out, stay relevant and, most importantly, remain valued by clients.
A clever strapline or polished ethos is not enough. You must articulate what it means, make it tangible and prove it through behaviour.
Some well-known examples show how powerful this can be when it is connected to action:
Avis — "We Try Harder"
Deloitte — "Inspiring confidence"
Accenture — "High performance. Delivered."
There is nothing wrong with statements like these, as long as the workforce believes in them, buys into them and can deliver against them. In the case of Avis, that means going above and beyond the market leader through customer service, price or experience — and demonstrating that the business truly lives and breathes its values.
Too many agencies and media tech companies still have values that are just words on a wall. Without substance, evidence or consistent behaviour behind them, they mean very little.
In a category where client cynicism is already high, why give people another reason to question your abilities or motives?
My advice to agency founders: live and breathe your values and vision. Do not just say them. When done well, it can supercharge your business — bringing your team and clients with you on the journey.
