Standing Out: Frame and Distinctiveness

Welcome to the latest episode of Build a Better Agency! Host Drew McLellan is joined by the powerhouse team of Robin Boehler and Stephen Boehler from Mercer Island Group for an eye-opening discussion about their new book, "It's Not About You: Winning New Business in a Crowded Agency World." With decades spent guiding both agencies and clients through the agency selection process, Robin and Stephen bring unique insider perspectives to today's conversation—perspectives that just might change the way you approach your next pitch.

Together, they unpack the central theme of their book: if you want to win more business, you need to shift the focus away from your agency and make everything—from your website to your presentations—about your client. Robin Boehler and Stephen Boehler share actionable strategies to help agency leaders stop making unforced errors and instead become meaningfully distinctive in the eyes of prospects. You'll hear about the importance of client-centric positioning, the dangers of blending into the "sea of sameness," and the necessity of moving beyond generic self-promotion to create memorable, prospect-friendly experiences.

This episode also addresses the realities of today's competitive agency landscape, including evolving pitch dynamics, trends in client searches (hint: AI is changing how clients find agencies), and why strategic selectivity matters more than ever. Drew McLellan and his guests discuss practical steps for identifying your ideal client, structuring intentional engagement models, and preparing your team to walk the talk during high-stakes presentations. You'll also get advice on sequencing improvements and leveraging the book as a hands-on field guide—whether you're tackling a website overhaul or prepping for your next big RFI.

Don't miss this episode if you're an agency leader looking to stand out with purpose, win the business that's right for your team, and build lasting client relationships. By the end, you'll have a clear roadmap for transforming your agency's pitch process, internal culture, and outward brand—and a fresh sense of optimism about thriving in the years ahead.

A big thank you to our podcast's presenting sponsor, White Label IQ. They're an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here.

What You Will Learn

• Shifting from agency-centric to client-centric thinking
• Standing out in a crowded agency market through distinctiveness
• Making intentional decisions about client fit and engagement models
• Avoiding unforced errors in new business pursuits
• Preparing agency teams to authentically present and connect with clients
• Embracing strategy and human insight in an AI-driven landscape
• Building lasting client relationships through deliberate and thoughtful approaches