What happens when “good enough” gets in the way of great?
We’ve all felt the tug of tension between stability and risk. In business, particularly in the agency world, this tension plays out most often in client relationships. We want to be the trusted, strategic partner—consistently delivering value. But what happens when the relationship plateaus? When a once high-growth partnership becomes… comfortable?
That’s the exact question we explored in Episode 12 of The Laundry Room Podcast, titled “You’re Not Growing – Because You’re Afraid to Lose.”
The Curse of “Good Enough”
When things are working just fine, it’s easy to fall into a rhythm. But that rhythm can quickly become a rut. In the episode, Mike and Nick talk about the difference between clients who are interested in growth and those who are committed to it. Spoiler: it makes all the difference.
Clients in “good enough” mode often resist new ideas—not because they’re not viable, but because they’re afraid of disrupting the status quo. From an agency perspective, that resistance can be deflating, especially when you’re invested in helping them scale.
Chief Creative Officer + Partner
When Stability Conflicts with Ambition
Recurring revenue is the backbone of agency life. But the best partnerships—the ones that lead to industry-leading case studies and true innovation—are fueled by shared ambition. When our teams are energized by creative possibilities, but the client’s appetite has flatlined, dissonance creeps in. And no one wins.
It’s not just about chasing shiny objects. It’s about evolving alongside the client’s business. As Nick puts it,
Founder + Partner
Why Communication (Still) Wins
One of the clearest takeaways from the conversation is the need for regular, intentional check-ins—not just status updates or dashboard reviews, but real conversations about goals, friction, and the definition of value. As much as clients want us to read their minds, success demands clarity on both sides.
Here’s what that might look like in practice:
- Asking, “Is this still the right definition of success?”
- Revisiting expectations quarterly—not yearly
- Bringing forward new opportunities proactively (before they’re requested)
- Having the courage to say, “We may not be the right fit anymore.”
When to Stick. When to Walk.
The episode closes with a truth most agencies don’t like to admit: not every client should stay. Ego often drives us to keep patching relationships that are no longer productive—pouring in more hours, offering more extras, hoping things improve. But when the relationship becomes one-sided or toxic, the smartest move might be walking away.
That’s not failure. That’s leadership.
Final Thoughts
At SSDM, we believe in partnerships—not transactions. And partnerships thrive when both sides are committed to growth, open to evolution, and willing to have the hard conversations.
If you’re in “good enough” mode right now—whether as a client, a leader, or an agency—it might be time to ask yourself: Are you playing not to lose… or are you playing to win?
