In this episode, Paul speaks with Eric Grotenhuis, Creative Director at Page Design, about how a 45-year-old agency evolved from taking design briefs to becoming a trusted strategic partner.
They explore how long-term relationships, early-stage workshops, and strategic positioning allow agencies to earn a seat at the decision-making table - not just execute creative. Eric shares how high-ticket creative work is won through trust, reputation, and in-person relationship building rather than digital lead hacks.
The conversation also dives into how AI is reshaping proposal systems, increasing competition, and forcing agencies to refine their process and positioning to stay relevant in a faster, noisier marketplace.
Key Insights
- You don’t jump to the strategy table - you earn it through years of trust and results.
- Workshops are not “nice to have” - they are a system for influencing decisions upstream.
- Case studies and client advocacy outperform self-promotion in high-ticket markets.
- Lead generation for complex services is relationship-driven, not funnel-driven.
- AI is democratising proposal writing - which means positioning and credibility now matter more than ever.
- Agencies that survive decades don’t chase tools - they adapt them into their system.
This is a conversation about playing the long game - building influence, not just output.
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