One of the worst things I’ve seen strategists do
Is underestimating their “fit” with a client.
And by fit, I don’t mean a shared love of flat-front stretch golf pants.
I mean understanding a client values, expectations, and work style,
Measuring against your own culture, processes and preferences,
And determining how you best align.
In presentations and proposals, I’ve seen this play out one of three ways:
Let’s see this in action.
Imagine a client meeting,
Everyone sits, discussing a proposal, budget, team
And their long-term goals, values, and past experiences.
The client says something like:
“We’re a small, tight-knit team — so we have to be nimble, flexible, and adaptable.
We pivot quickly based on how fast our market is changing.
We need a partner who can help us complete our superimportantproject
So we can raise additional funds and really make this a success.”
[Let’s set aside that you as the strategist already knew this, having read their RFP,
Combed through their website, asked good discovery questions and so on]
If you work for an equally sized, equally nimble, tight-knit company
Scenario #1 means everyone smiles, nods,
and aligns on shared values and ways of working.
[Mileage may vary — being a fit for preferences isn’t the same as being
the best solution, but it can help]
If you work for a larger company, whose preference isn’t nimbleness and camaraderie,
Scenario #2 can sound more like this:
“We really appreciate that you are small, tight-knit and nimble!
We work with dozens of clients like you, and we know you don’t want to worry.
So we’re going to [insert standard playbook] provide you dozens of experts,
A state of the art full-service infrastructure with sophisticated tools and processes
And some new fangled technology we just know you’ll appreciate.”
Which, paraphrased, reads something like:
“Fit? We got your fit right here.”
[Cue the complimentary eye-rolls.]
It’s scenario #3, though, I find most interesting.
Because, in reality, perfect fit rarely exists.
Companies differ in size, resources, processes,
And most certainly culture.
But a good strategist can build a fit,
[Like Build a Bear but without the workshop]
Anchoring on mutual success, similar values and desired outcomes.
Something like:
“We appreciate how nimble you are — it’s clearly been key to your success.
We can match that by creating a small, dedicated team
with one empowered point of contact who can tap into broader resources.
We’ll bring in SMEs or partners as needed, calibrate tools to your comfort
level, and hold regular checkpoints to pivot alongside you.”
There’s always some back and forth,
Some adjustments to get everyone nodding in unison,
But dedicating time to building a good fit ensures the client feels heard.
And leaves a lasting impression no matter what the outcome.
To me, a successful circular fit aligns values with capabilities,
Strengths with goal-orientation,
And communication with an eye to build mutual confidence and measurable success,
Which goes a long way to a strong foundation between your company and your clients.
