Why agencies struggle to differentiate

Welcome to another thought-provoking episode of Build a Better Agency! Host Drew McLellan sits down with Robin Bonn, agency veteran and founder of Codefinery, for a candid conversation that tackles one of the agency world's biggest challenges: true differentiation. Drawing on over two decades of industry experience and insights from his new book, Market of One, Robin unpacks why even the most creative agencies struggle to set themselves apart and how owners can reimagine their businesses for lasting competitive advantage.

Drew and Robin delve deep into the heart of agency positioning, debunking the myths and tired tropes that so many firms rely on to claim they're "different." From generic claims about people and creativity to the pitfalls of "category norms," Robin shares why most agencies' attempts at standing out fall flat—and what it really means to create a business model that's as unique as a fingerprint. Listeners will hear practical advice for moving beyond superficial branding tactics and start building what Robin calls a "market of one"—where your agency's true value is clear, tangible, and uncopyable.

The episode also explores the often-overlooked role of pricing as a key differentiator, the pervasive fear and herd mentality that keep agencies stuck, and the transformative impact of AI on agency business models. Robin challenges listeners to rethink everything from service offerings to client fit—encouraging leaders to embrace strategy, redefine success beyond just growth, and make bold choices that align with both financial health and personal fulfillment.

Tune in if you're ready to move past the sea of sameness and face the future with optimism and intention. By the end of the episode, you'll walk away with actionable questions, a fresh strategic lens, and the inspiration to reshape not just what your agency does, but how—and why—you do it.

A big thank you to our podcast's presenting sponsor, White Label IQ. They're an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here.

What You Will Learn in This Episode:

• • Why true agency differentiation is so difficult—and why most agencies still struggle with it
  • Common pitfalls that lead agencies into the "sea of sameness"
  • Distinguishing between superficial distinctiveness and authentic, business-model-driven differentiation
  • The critical role of clear positioning and deep strategy in agency growth
  • How fear, herd mentality, and legacy habits hold agencies back from standing out
  • The power of pricing as an underutilized differentiator
  • Embracing change, enjoying the business, and defining what success means for your agency