Understanding Client Needs In Today's Consulting

After decades partnering with independent agencies across the country, I’m watching a painful pattern unfold. The existential threat isn’t just holding companies anymore – it’s the fundamental shift in what clients actually need. The reality is while you’re pitching creative concepts and media plans, your clients are drowning in implementation challenges you’re not equipped to solve. The game has changed in three critical ways: - First, the data explosion has created a competency gap most agencies can’t bridge. Clients don’t just need campaigns—they need partners who can integrate marketing data across their tech stack and extract actionable insights. Most agencies still treat data as a post-campaign report instead of the foundation of strategy. - Second, the rise of in-housing hasn’t played out as expected. Clients aren’t bringing all marketing in-house—they’re keeping strategy and seeking partners for specialized execution. This leaves traditional full-service agencies in no-man’s land. - Third, AI isn’t just changing the tools—it’s altering client expectations around speed, personalization, and measurement. Agencies that understand this are thriving; the rest are watching margins evaporate while churning through talent. I recently spoke with a couple of brands that fired their agencies. The common thread? All three said some version of: “We loved the creative, but we need a partner who can help us connect marketing to business outcomes.” This wasn’t about price or creative quality—it was about the widening gap between client needs and agency capabilities. The winners in this new landscape share some common traits: - Building real technology competency, not just reselling platforms - Creating specialist teams around measurement, not just reporting - Developing operational models that flex with client needs, not rigid retainers - Partnering strategically to fill gaps, not pretending to do it all This isn’t about becoming a tech company. It’s about understanding how tech, data, and creative must work together in ways most agency models weren’t built for. The most successful independent agencies I work with have made three critical shifts: - Moving from project-based to ecosystem thinking—seeing how each piece connects to the broader business - Developing genuine specialization—the “full-service generalist” model is dead - Building partnership networks that expand capabilities without inflating overhead Agencies embracing this reality aren’t just surviving—they’re growing much faster than peers clinging to old models. The digital, data, and AI revolution isn’t just happening to your clients—it’s happening to you. The question is whether you’ll be shaped by it or shape it to your advantage. If you’re ready to close the gap between what clients expect and what your agency delivers, let’s build the capabilities that drive measurable outcomes, together. #KORTX

3 Out of 4 Projects Fail Due to Misdiagnosis... here’s how to change that. The Doctor Framework: In a consulting world crowded with “solutions,” what if the secret to true client impact was a shift to diagnosis first? The Doctor Framework is designed to help senior executives-turned-consultants leverage their expertise in a solutions-based sales approach. Here’s why this method is a game-changer for creating long-term client relationships and real outcomes: 1. Diagnose the Pain 🩺 Much like a doctor would with a patient, this phase is about identifying core issues... not just symptoms. Research shows that 80% of s uccessful client interactions hinge on active listening (HubSpot, 2021). For consultants, that means asking pointed questions and focusing on what the client’s really saying... often between the lines. This phase sets the tone for trust and accurate problem-solving. 2. Verify & Prioritize 📋 Too often, consultants jump to solutions without fully verifying the core problem. In fact, 75% of misaligned projects stem from a misunderstanding in the initial discovery phase (PMI, 2022). Encourage clients to prioritize their biggest hurdles and validate the diagnosis before prescribing. This ensures they’re bought into the process, which paves the way for collaborative solutions. 3. Co-Create the Solution 🤝 People support what they help create. Rather than prescribing a one-size-fits-all answer... work with clients to co-create their roadmap, personalizing it to their needs. This consultative approach builds trust and client ownership, leading to better buy-in and outcomes. According to LinkedIn, solutions tailored with client collaboration improve client retention by 42%. 4. Start with Small Wins 🏆 Quick wins build momentum. In fact, research from McKinsey shows that starting with small but impactful projects leads to a 30% higher likelihood of client re-engagement. The goal is to: - secure initial buy-in - build credibility - set the stage for longer-term partnerships. Propose a quick-hit project to deliver immediate results, reinforcing the client’s confidence in both the process and the partnership. 5. Become the Trusted Advisor 🔗 Once the foundation is laid, follow-up and deepen the relationship. Check-in regularly, provide added value, and actively look for new opportunities to expand your impact. By positioning yourself as a long-term ally, not just a vendor, you’ll move from “consultant” to “advisor.” Statistics reveal that 90% of clients who see consistent value are more likely to refer additional business. Ready to level up your consulting approach? Implement the Doctor Framework and start creating meaningful, lasting relationships. Anything you'd add?

Clients don’t always say exactly what they need. But if you pay attention, they show you. I’ve noticed that the most successful strategic decisions come from a deep understanding of what clients are really asking for, not just what they put in an RFP or initial request. Sometimes, a client comes to us for a specific task, but after a few conversations, it becomes clear that the real issue is something bigger. Maybe it’s inefficiency in their internal processes, scalability concerns, or their current solution is too outdated. If we only focused on delivering what was initially requested, we’d be missing the bigger picture. Customer insights should be at the center of how we approach the collaboration. Some things that help: Look beyond feature requests. The real value comes from understanding the problems clients are trying to solve, not just the specific solutions they ask for. Pay attention to recurring themes. If multiple clients mention the same pain point, it’s a sign that the market is shifting. These patterns guide where we invest in skills, tools, and processes. Adapt, but with intention. Not every request should dictate a change in strategy, but consistent feedback tells you where demand is heading. Knowing when to pivot and when to stay the course is key. At the end of the day, the best business decisions don’t come from guesswork. They come from listening, analyzing, and acting on what clients are really telling you, even when they’re not saying it outright.