Episode 5: If you’re not clear, you’re lost. Fix your agency’s positioning.

Most agency owners use the words interchangeably, but confusing positioning with proposition could be why the wrong clients keep finding you, and the right ones don’t.

In this episode, Alfie and Gareth break down a simple but powerful framework for thinking about the two. Positioning is your market wayfinding – the supermarket aisle sign that tells prospects where you sit in the agency landscape and, just as importantly, helps the wrong-fit clients rule themselves out before they ever reach your inbox. Proposition is something different entirely: the specific value you deliver and how you convince the right prospects to choose you over everyone else.

They get into the core building blocks of strong agency positioning, defining not just who you work for, but who you don’t, and being explicit about what you do and what falls outside your scope. That clarity alone can save enormous amounts of time lost to chasing prospects that were never going to convert.

Alfie and Gareth also tackle why this is so hard for agency owners specifically. The cobbler’s shoes problem is real: the same people who are brilliant at positioning their clients often can’t see their own business clearly enough to do it for themselves. Add in the fact that everyone seems to define “positioning” differently, and it’s no wonder most agencies end up with something vague that tries to appeal to everyone.