Stop Chasing Gaps
By Simon Ellicott · August 11, 2026 · Curated by George's Blog
Stop Chasing Gaps
Agency owner anxiety often starts with a lost pitch.
“What aren’t we offering?”
“Do we need TikTok Shop?”
“Should we add DSP?”
“Are competitors doing something we’re not?”
But client wins are rarely lost because your credentials deck is missing another service logo.
Before adding anything, ask a better question:
Can we clearly articulate what best in class looks like across every service we already offer?
Not simply what the service includes. But:
What specific ICP need does it address?
What does exceptional delivery look like?
What expertise is required?
How does it improve the client’s commercial position?
Why should a brand choose us to deliver it?
Because offering Amazon advertising is not differentiated.
Demonstrating how best in class advertising should work for a high volume, low margin FMCG brand is.
“Full service” often becomes a collection of capabilities added in response to pitch anxiety rather than a model intentionally designed around a specific client.
Before worrying about what you don’t offer, become exceptional at explaining why what you do offer matters.
More services won’t fix unclear value.
Clarity might.
#AmazonAgency
#Amazon
#AgencyLeadership
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