New business, business development, lead generation, prospecting.

Call it what you will – for agencies, the practice of attracting and winning new clients has evolved.

Technology continues to diversify our services and expand the marketplaces in which we operate. Alongside this, terminology shifts, client expectations rise, and the range of macro issues impacting brands and businesses keeps growing.

Navigating the needs of prospects – then clearly articulating and demonstrating how we meet those needs – has always been fundamental to agency success. Yet, as highlighted in the Design Business Association’s recent In Focus report, “new business” is now seen as the most significant risk facing agencies in both the short and the long term.

So, it feels like perfect timing to welcome two brilliant guests who are working at the frontline of business development, landing significant new clients for some of the most impressive agency talent out there.

In this episode, I’m joined by Nicky Rinks and Rich Banham from Daylight Bureau. Together, we unpack:

The ideal conditions for cultivating business development skills
How to approach outreach when you have a highly strategic or complex offer
Why prospect stakeholder management matters
The role of AI and automation vs. human engagement in business development
Practical tips for boosting your new business pipeline

Of course there is a cracking book recommendation The School of Life: An Emotional Education by Alain de Botton. Join the conversation on LinkedIn using #smallsparktheory and we will pick a winner and send a copy.

Also mentioned in this episode:

Design Business Association In Focus Report 2025

Win Without Pitching by Blair Enns

The Personal MBA: A World-Class Business Education in a Single Volume by Josh Kaufman

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