One of the most interesting and useful podcasts that I listen to is Drew McLellan’s Build a Better Agency podcast. Each week, Drew serves up fascinating and tangible tips, tricks and proven approaches to help agency owners grow their business. It’s a great combination of tactics and strategy, capability building and new ideas.

A couple of months ago, I had the opportunity to talk to Drew about the ways that agency owners can re-think their businesses and client relationships. With so many of the traditional agency offerings like design, SEO and even copywriting now commoditised and available through crowd-aggregation platforms, many agencies are being challenged to innovate or die. It seems that digital disruption is reaching into even the most creative of disciplines.

Or is it.

I have always seen the great strengths of the agency model working where a trusted relationship is able to be nurtured over a number of years. In these instances, agencies are able to take on more and more strategic work, shifting from a transactional supplier role into something more substantial. A partner. Or advisor. It is in these roles where agency owners have the greatest of opportunities – to recast the relationship again, bringing their teams’ creative problem solving talents into the value equation.

One of the ways of doing this is through the use of the tools and techniques popularised by high tech startups, like the lean canvas. This “business model on a page” approach quickly moves a client discussion to a higher level. It frames a new style of conversation that agency owners can lead.

And the great thing is, you can try it on your own agency first. In the podcast I share some tips for getting started. And remember – innovation isn’t something you are born with. It can be learned.