Only Dead Fish's Founder: When change becomes transformation – Neil Perkin

Oct 1, 2024

Neil Perkin, founder of consultancy Only Dead Fish and author of the IPA’s ‘Partnering for Growth’ report, dives into the nuances of agency transformation. He explores the distinction between optimization and genuine transformation, emphasizing the importance of understanding challenges before implementing changes. Neil discusses building sustainable client relationships and the role of organizational culture in fostering trust and collaboration. With practical insights, he highlights how to navigate disruptive changes, including the integration of AI in strategic planning.

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Intro

00:00 • 2min

Creating Sustainable Client-Agency Relationships

01:55 • 4min

Navigating Organizational Change

05:49 • 30min

Cultivating a Culture of Trust and Collaboration in Agencies

36:00 • 2min

Cultivating a Culture of Openness in Agency Transformation

37:43 • 2min

DESCRIPTION

For all the talk in agencies about change, transformation and - kill me now - ‘agility’, what exactly do these words mean in practice? And is blundering through ‘change’ causing more harm than good?

To shine a light on all this, today’s guest is Neil Perkin - the founder of Only Dead Fish, a consultancy sitting at the intersection of digital strategy, transformation and agility. He wrote the IPA’s ‘Partnering for Growth’ report, which unpacked how agencies can create long-term, mutually sustainable client relationships. He’s also a three-time author and the host of the acclaimed Google Firestarters series.

So he knows a thing or two about how agencies successfully change - from evolving your client offer, to full reinvention.

The conversation starts with four fundamental building blocks for mutual gain with clients. We also unpack where optimization becomes transformation, and how to tell the difference between the two - including the importance of understanding the challenge before choosing your methodology for change.

Neil also speaks to practicality - from the importance of better ways of working, to when organisations focus too much on efficiency.

All in all, he offers us a masterclass in fast-paced change.

HIGHLIGHTS:

[04.40] Foundations of strong client/agency relationships

[07.25] Optimization vs transformation

[10.55] Defining your approach to change

[16.50] Solving the right problem

[21.40] Approaching disruption like AI

[27.45] Assessing ease vs impact of change

[28.50] Balancing customer and organisational value

[32.20] The value of a brand in digital transformation

[35.10] Learning through ‘polarity of knowledge’