Point of view5 min read
Why your agency should refuse half your requests
Proactive means saying no to the work that will not move the number.
Proactive is often mistaken for saying yes quickly. It more often means saying no early — to the request that will not move the number the business actually cares about, however reasonable it sounds in the meeting where it is raised.
An agency that executes everything it is asked for is not being helpful. It is handing the judgement it was hired for back to the client.