Free guide

Advisor, Not Vendor

The four moves that keep a client and grow the account.

Clients rarely leave over the work. They leave because the relationship slid from advisor to vendor, and nobody noticed in time. The work still has to be excellent. This guide is the four moves you add around it, each with one thing to do this week.

Cover of the Advisor, Not Vendor guide

What is inside

The four moves, each with the moment it shows up, the vendor reflex, the advisor move, and one thing to do this week.

  1. 1
    Have the call before they ask. Surface the hard thing first, while it is still yours to frame.
  2. 2
    Own beyond the brief. Take the right problem that is not yours to take, and know which one to leave.
  3. 3
    Lead through the handoff. Stay present at the transitions where everyone else steps back.
  4. 4
    Drop the credit. Skip the I-told-you-so when you were right, and keep the relationship.

Plus the honest part, that these are the right moves even when nobody thanks you for them, and a one-page check to catch the drift before it costs you.

Karim Mneimneh

Who is writing this

I am Karim Mneimneh, based in Dubai. I have spent more than twenty years in agencies, first at BBDO and JWT, then eight years running my own. These four moves are the ones that decided which clients stayed.

I write The HOLD Letter every two weeks, on client leadership and the commercial discipline behind it. This guide is where it starts.

Get your free copy.

One email. Get the guide, and the next idea every two weeks.

← All resources