Ask me
how I know.

I know. Some fairly bold claims are being made across this site. Some strong opinions too.

I'm not trying to be contrarian.

And I really hope this doesn't come across as bearded man descends from Growth Mountain clutching two stone tablets labelled "The Ten Commandments of New Business."

The truth is, I've just had a very unusual seat.

I've spent the last twenty years with a front-row ticket to how agencies grow.

Not inside one agency.

Alongside hundreds of them.

It wasn't from an ivory tower either. I've spent just as much time designing growth strategies for agencies as I have personally delivering them.

Founder-led independents. Global networks. One-person consultancies. Famous agencies. Boutique specialists. Agencies I'd admired for years. Agencies nobody outside their niche had ever heard of.

Different founders, different services, different sectors.

And yet, the problems were surprisingly familiar.

Along the way there have been thousands of strategy sessions. Thousands of commercial conversations. Millions of outbound messages. Enough new business campaigns that I've genuinely lost count.

Marketing never stands still.

The channels change. The jargon changes. The tactics change. AI arrives. LinkedIn changes the algorithm again. Something everybody swore by quietly stops working.

Honestly, that's one of the reasons I still love this industry.

A quick peek over the fence suggests this is where I'm supposed to put a giant logo wall.

I could.

After twenty years, I've got plenty of recognisable names. Plenty of testimonials. Plenty of stories.

But they've become less interesting to me than the patterns behind them.

Because despite everything that I've seen change… a surprising amount hasn't.

Founders still wrestle with the same doubts.

Agencies still chase the same opportunities.

Brand-side buyers still behave in recognisable ways.

Eventually this all stops feeling like coincidences and becomes patterns.

That's really what betterly is.

Twenty years of me noticing the same things. Writing them down. Testing them. Keeping the bits that still work.

Anyway.

If you'd rather see the logo wall, just let me know.