“If we can’t demonstrate our value, we may not deserve to exist.” Paul Griffiths, Founder, Client Advocates, joins host Nick Graham, Founder, Vertemis, to unpack what insights agencies must do to grow in a disrupted market. They discuss why agencies often sell process over commercial outcomes, and how competitors like consultancies win by linking research to decision confidence and business impact. Paul argues the biggest growth opportunity is in the gaps between projects through consistent, value-driven communication, stakeholder mapping, and better packaging of insights (exec summaries, short videos, quarterly syntheses). He outlines making everyone accountable for relationship building via account activation, being less bashful about proactive outreach, using AI to test hypotheses about client pressures, and developing “what, so what, now what” storytelling that drives action.

00:00 Stakeholders First Mindset

00:26 Podcast Intro and Guest

01:45 Why Value Matters Now

02:57 Process vs Commercial Impact

05:18 Grow by Deepening Clients

07:55 Account Activation for All

10:13 Be Bold in Outreach

11:48 From Supplier to Partner

14:17 Personal Rapport Skills

16:31 AI for Proactive Ideas

18:22 Build Brand Salience

20:46 Tell Better Insight Stories

22:42 Leadership Advice and Wrap

Insights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast Network

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