Winning new business isn’t about performing—it’s about understanding. In this episode of Soul & Science, Jason Harris sits down with Robin and Stephen Boehler, founders of Mercer Island Group and authors of It’s Not About You: Winning New Business in a Crowded Agency World, to unpack why most agencies struggle to stand out—and what actually wins clients today. Drawing from decades of running agency reviews, the Boehlers explain why clients can’t name agencies, how “about us” thinking sabotages pitches, and why strategy—not creative alone—is the real differentiator. They explore how agencies can build their own brands, show up more prospect-friendly, and stop confusing activity with relevance. The conversation covers why agencies fail in pitch rooms, how Q&A sessions go wrong, what clients complain about off the record, and how leaders can shift from selling themselves to solving real business problems. ⏱️ Chapters 02:00 – The Origin of Mercer Island Group 05:10 – Why Clients Can’t Name Agencies 08:20 – Why “About Us” Thinking Loses Pitches 11:40 – Strategy vs. Creative: What Actually Wins 15:10 – The Biggest Pitch Mistakes Agencies Make 18:30 – What Clients Really Complain About 21:10 – Acting Like a Brand as an Agency 24:40 – Why Q&A Sessions Fail 27:30 – Being Prospect-Friendly in the Pitch Room 31:00 – Confidence vs. Flexibility in Presenting Work 34:10 – The Future of Agencies and Industry Noise 37:20 – Writing It’s Not About You Brought to you by Mekanism.