“It’s all about ‘what I want the customer to do based on what I care about.’ Nobody says that explicitly, but underlying that is a mindset still focused on what we need for our business to succeed, rather than what we need to do to help the customer’s business succeed,” says Shakeel Bharmal, as he highlights the critical gap between claiming customer-centricity and truly living it. Organizations must transition from self-serving goals to genuinely prioritizing the success of their customers—a shift that fosters trust, loyalty, and long-term growth for both parties.

In this episode, Shakeel Bharmal of The Summit Group shares how third box thinking can transform account management by reframing how we see our customers. Are we truly understanding their challenges, or are we just focused on pushing our own goals? Shakeel argues that meaningful growth starts with empathy—seeing the world through the lens of the customer’s customer.

Shakeel explains why customer-centricity often falls short despite all the tools and data available today. He offers practical ways to shift this mindset, starting with a simple exercise: map the value chain from your company to the end user. How often do we really take the time to ask, “What does the customer’s customer care about?”

Leadership also plays an important role in driving this change. Shakeel points out how consistent reinforcement from leaders can shape a culture that prioritizes long-term success over quick wins. The result? Stronger relationships, better alignment, and exponential growth potential.

Tune in to Shakeel and Alex Raymond’s discussion if you’re looking to deepen your impact as an account manager and create genuine value for your clients. How could embracing third box thinking change the way you approach your work?

Quotes

• “It’s all about ‘what I want the customer to do based on what I care about.’ Nobody says that explicitly, but underlying that is a mindset still focused on what we need for our business to succeed, rather than what we need to do to help the customer’s business succeed.” (07:50 | Shakeel Bharmal)
• “Third box thinking says if you are Box 1—your company, your customer’s Box 2, their customer is Box 3… By beginning the analysis on your customer’s customer, otherwise known as Box 3, you are now looking at the world not through your lens of what the customer cares about, but you’re looking at the world through the lens of your customer's customer, and looking at your customer from their customer’s perspective.” (13:53 | Shakeel Bharmal)
• “Imagine what the world would be like if we all thought about how the people we serve can be more effective, more impactful at serving the people they serve. And imagine if every human being on this planet took that approach of wanting to help the people that they serve serve the people they serve. Can you imagine the ripple effect of impact and change that would happen?” (18:02 | Shakeel Bharmal)

Links

Connect with Shakeel Bharmal:

LinkedIn: https://www.linkedin.com/in/shakeelbharmal/

Website: https://www.summitvalue.com/

Connect with Alex Raymond:

LinkedIn: https://www.linkedin.com/in/afraymond/

Website: https://amplifyam.com/

Podcast production and show notes provided by HiveCast.fm

“We’re diplomats, we’re orchestrators, we’re figuring out how to thread the needle of client needs and agency ambitions,” explains James Hidden as he reflects on the complexities of account management in creative agencies. This role isn’t about following a script but about balancing strategy and creativity, structure and adaptability.

In this episode, James, who’s a seasoned account management leader and former managing director at Ogilvy, joins Alex Raymond to share how the best account managers navigate client relationships and agency dynamics. Why is listening more important than speaking? How does tenacity outweigh experience in this fast-paced world? James provides answers to these questions while challenging the way we think about roles in account management and project management.

From the shift to project-based engagements to the value of building a brand, James offers insights for anyone who’s looking to succeed in a marketing or creative agency. This episode is a call to embrace curiosity, prioritize relationships, and see every challenge as an opportunity to grow in this ever-changing, creative industry.

Quotes

• “We often say that at the agency, you’re the voice of the client to the agency and the voice of the agency to the client. So we’re diplomats, we’re orchestrators, we’re figuring out how to thread the needle of client needs and agency ambitions.” (03:30 | James Hidden)
• “Great account leadership is more than just execution and delivery; it’s about navigating the gray areas, triangulating the ultimately subjective challenges of great creativity, brand building, client needs, and brand requirements.” (05:13 | James Hidden)
• “The very best account leaders have this superpower of triangulation, of understanding what’s not being said as well as what is being said, understanding the brief behind the brief, picking up on that seemingly throwaway comments someone made in a meeting that might actually be a massive unlock to how we get past the challenge or sell the creative idea or whatever it might be.” (13:42 | James Hidden)
• “If you want 20% growth from a customer, you can sit on a Zoom call and do it that way. If you want 10x growth, you’ve got to go walk the hallways and spend time with them. That’s when you see all the other opportunities you wouldn’t otherwise have visibility into.” (18:12 | Alex Raymond)

Links

Connect with James Hidden:

Website: https://www.jameshidden.com/

LinkedIn: https://www.linkedin.com/in/jameshidden/

Connect with Alex Raymond:

LinkedIn: https://www.linkedin.com/in/afraymond/

Website: https://amplifyam.com/

Podcast production and show notes provided by HiveCast.fm

Most account plans fail not because they lack detail, but because they fall short as tools for proactive, strategic partnership. In this episode, Alex Raymond challenges account managers to rethink their approach to account planning, asking: Are your plans truly aligned with your clients’ goals, or are they just ticking a box? He identifies the most common mistakes—overcomplicating plans, treating them as static documents, and planning in isolation—and explains why these habits can damage trust, limit growth, and make account planning feel like a burden.

Through a more thoughtful, collaborative, and client-focused approach, Alex shows how account planning can become your competitive edge. He points out the value of simplifying plans to focus on actionable priorities, keeping them agile, and regularly revisiting them to reflect evolving client needs. With practical advice on collaboration and documenting key wins, Alex demonstrates how account managers can use account planning to build trust, drive meaningful results, and position themselves as true strategic partners.

Quotes

• “Account planning, when done right, is your roadmap. It’s your guide. It’s how you are going to execute on all the ideas and plans that you have. It’s what takes you from being a reactive order taker to being a proactive strategic partner.” (02:46 | Alex Raymond)
• “Avoid having lots of tabs and pages. A simple, clear plan that’s easy to follow and reference beats a 50-page document every single time. So, don’t overcomplicate your account plans.” (06:28 | Alex Raymond)
• “The real value of building an account plan is not in the final product. It’s not in the plan itself; it’s in the process of planning. So, what I mean by that is shift your mindset to see account planning as an ongoing process. It’s an ongoing conversation with your client, with your internal stakeholders, and you’re constantly revising and refining it. The plan isn’t the end state; it’s a tool to help you get somewhere.” (12:03 | Alex Raymond)
• “The plans were so often about us, as opposed to being about the customer. And guess what? Your clients can smell that from a mile away. They can tell if you’re truly being customer-centric or not. So my challenge to you, my invitation to you, is to make your account plans truly customer-centric.” (17:04 | Alex Raymond)
• “Document your wins and your learnings… Documenting these learnings will be crucial when you review the account plan in a month or a quarter. I always say, document everything you can and bring in perspectives from others. This will help you gain clarity on what you’ve done and how you’re progressing with your clients.” (23:05 | Alex Raymond)

Links

Connect with Alex Raymond:

LinkedIn: https://www.linkedin.com/in/afraymond/

Website: https://amplifyam.com/

Podcast production and show notes provided by HiveCast.fm