The Argonautic 0017 — 2025-05-18

This week: AI transforming professional services with "Human + Agent" teams, the strategic shift to productizing expertise, and mastering "necessary tension" in sales for better client outcomes. And how tiny experiments and walking meetings can build sustainable success.

AI and the Future of Professional Services

Is your firm ready for the "Human + Agent" model? John Jantsch describes the rise of teams where AI handles tactical execution while humans focus on strategy, orchestration, and relationships. This isn't about replacing people but augmenting their capabilities to deliver more value efficiently. Rand Fishkin emphasizes that AI tools need real, high-quality customer data to produce genuinely useful outputs.

For small firms, this evolution means leveraging AI to scale operations without massively increasing overhead. As David Edelman notes, AI is transforming how consumers search and decide, while Mark Schaefer adds that AI will profoundly change customers themselves. Success requires rethinking service delivery with AI as a core part of your toolkit.

Further Perspectives:

• Wil Reynolds cautions that while powerful, AI's current limitations in basic queries can deter users
• Michael Katz warns: "AI is the new 'player' in town... learn about it before it dunks on you"
• Rand Fishkin suggests focusing on "Which of my audiences are using which discovery tools and how much?"

Evolving Business Models and Strategies

Is your current business model built for the future? The traditional agency approach of trading hours for dollars is showing its age. John Jantsch describes the "Anti-Agency Model" that focuses on licensing complete marketing systems to clients rather than executing campaigns. This shifts firms from tactical vendors to strategic partners, often powered by AI and built for recurring revenue. Blair Enns argues that productization of services is becoming increasingly urgent.

For consultancies, this means rethinking how you package your expertise. Consider developing defined, repeatable solutions that solve common client problems instead of purely custom engagements. Jantsch also champions the power of "tiny experiments" as an antidote to goal obsession, allowing for agile adaptation without massive upfront risk.

Further Perspectives:

• Noelle Mykolenko warns against "The Answer Trap" where consultants jump too quickly to solutions
• Alisha Lyndon highlights the importance of making clients "your world" for market-beating performance
• Wil Reynolds reflects: "You can close an office, you can't close an ethos"

Managing Client Relationships, Sales, and Pricing

Are you building transactions or true partnerships? Jerry Fletcher reminds us that "The real win isn't just closing the deal — it's opening the door to a lasting relationship." When it comes to sales, Chris Do advocates creating "necessary tension" by not immediately agreeing to concessions and asking probing questions, which paradoxically increases perceived value. Jonathan Stark consistently argues that clients want results, not your time, so price based on outcomes.

This value-driven approach extends to managing engagements. David C. Baker quotes Elizabeth Barr: "Managing scope creep is helping the client see the financial ramifications of their curiosity." This requires clear communication and boundaries. Noelle Mykolenko points out that consultants can fall into "The Answer Trap," providing solutions too quickly instead of empowering clients through insightful questioning.

Further Perspectives:

• Blair Enns is offering a webinar series on his new book, The Four Conversations
• Darren Ratcliffe shares his firm's stance on declining requests to "pitch ideas" for free
• Jonathan Stark advises: "Be expensive or free. Never cheap"

Leadership and Team Dynamics

How do you foster trust and high performance in your team? David Burkus explains that not all trust issues are equal: a competence issue requires coaching, an integrity issue needs a values conversation, and a transparency issue signals a need for safety. In another post, he challenges the idea that "trust must be earned," suggesting leaders should take leaps and share vulnerability first.

Looking ahead, Burkus also considers how AI will disrupt teamwork itself, positing AI as a future "teammate." This shift could lead to smaller, more autonomous teams with faster feedback loops. For fostering human connection, Burkus champions walking meetings, arguing that less formality and shared movement lead to more honest conversations than traditional settings.

Further Perspectives:

• Lisa Nirell shares alternatives to layoffs like cross-training and temporary compensation adjustments
• Sara Canaday discusses the critical shift required when technical professionals move into management
• Colliers Industrial summarizes that the best teams establish clarity, alignment, and accountability

Personal Development and Well-being

Are you investing as much in your own growth as you do in your business? Severin de Wit revisits his conversation with David Dunning (of the Dunning-Kruger effect), highlighting how those who know the least often feel most confident. Noelle Mykolenko encourages consultants to focus on empowering clients through questions rather than rushing to solutions. This connects with John Jantsch's advocacy for "tiny experiments" as a way to live more freely in a goal-obsessed world.

Seth Godin offers concise wisdom: "We expend effort. We create value. It's easy to get confused about which one we're going to ultimately be compensated for." This distinction is vital for solo practitioners. Godin also warns against chasing an unreachable "infinity" in a metrics-driven world, suggesting it's more a feeling than a quantifiable target.

Further Perspectives:

• Ken Boxer reflects on letting go of the familiar but ineffective for growth
• Chris Do shares how teaching laid groundwork for future success: "what you do today plants the seeds for tomorrow"
• Michael Katz questions societal norms around work and life transitions in "In Defense of Puttering"

Content Marketing and Audience Engagement

Is your content connecting or just adding to the noise? Wil Reynolds highlights a provocative post questioning if we'll "keep cranking out spun up articles no one but search bots care about or pivot." The value of being the "first click" is noted as a competitive advantage. David Edelman observes that the digital landscape is transforming how consumers find information.

Effective content now involves leveraging AI for scale with a human touch. Momentum ITSMA hosted an event on accelerating growth using content and AI, focusing on structuring content for the buyer journey. Andrew Rogerson points out that while content creation is a strength for many, distribution, personalization, and sales enablement need improvement.

Further Perspectives:

• Rand Fishkin showcases how including "incentive to share" in product design acts as a marketing superpower
• Jerry Fletcher advises: "Talk to more people quickly. Share first-hand experiences. Let them feel your passion"
• David Edelman discusses how AI can enhance email marketing to ensure messages are opened and acted upon

Economic Outlook and Business Financials

How are you navigating current economic conditions? Nicholas Petroski of Promethean Research, shared by Karl Sakas, notes that many view early 2025 as a low point, making an upturn more likely, with active discovery phases boosting optimism. However, Karl Sakas highlights that CMOs planning budget cuts often eliminate unproductive agency relationships first, underscoring the need to demonstrate clear value.

In response to potential headwinds, Lisa Nirell outlines strategies to reduce layoffs and build agility, including making friends with your financials. On pricing, Jonathan Stark's advice to be "expensive or free, never cheap" remains powerful, suggesting that discounting devalues expertise and attracts less-than-ideal clients.

Further Perspectives:

• David C. Baker touches on M&A topics, relevant for owners considering exit strategies or growth through acquisition
• Karl Sakas points to guidance on structuring retainers for profitability
• Jeff Mowatt advises against competing on price, instead differentiating through exceptional service

Events and Community Building

What's the real value of gathering in our digital world? Mark Schaefer describes the "euphoria" of his marketing retreat as a co-created experience leading to deep connections. David C. Baker is planning his next exclusively in-person "MYOB" event, highlighting the demand for focused, physical learning environments.

Online communities offer unique benefits too. Blair Enns is hosting a virtual book club for his new work, The Four Conversations. Chris Do shares his journey towards multi-day workshops to reconstruct immersive learning experiences. These examples show a desire for meaningful connection, regardless of medium.

Further Perspectives:

• David Edelman is building a "Personalize Community" around marketing personalization
• Marisa C. reflects on how the best events feel "aligned" and "designed for real connection"
• David Burkus shares his experience speaking at a Colliers team event, showing the value of external expertise