We talk about trust like it’s a given. It’s not. It’s earned the hard way, in the awkward meetings, the misunderstood brief, the late-night calls. That’s the bit no one likes to post about.

After years in client services, I’ve realised the work gets better when you stop trying to be the perfect supplier, and start acting like a proper partner.

Here’s what I’ve learned, often the hard way.

Trust takes time

Clients are putting their brand (and reputation) in your hands. Earning that trust takes more than a great creds deck - it’s built in the everyday moments. Do what you say. Be honest. Show you care.

Everyone wants to feel safe

Clients aren't just buying ideas, they're buying confidence. When they feel uncertain, our job isn’t to panic, it’s to steady the ship.

Creativity is vulnerable

Presenting work is nerve-racking. So is signing it off. Bravery goes both ways. A good relationship gives people the space to take risks without fear.

‘Yes’ isn't always helpful

It’s easy to nod along. Harder (but better) to challenge when needed. Pushback isn’t rude, it’s respectful, when it’s done with care and shared ambition.

In the end, it’s all about people

What really drives great work? Trust. Honesty. A bit of laughter. And being human.