There is a conventional piece of agency advice that gets repeated so often it has started to feel like law: niche down. Pick an industry. Own a lane. Become the go-to agency for one specific type of client and build everything around that. It is sensible advice. But it is also how agencies get stuck, spinning their wheels in the same sector, with the same references, producing the same work for clients who all start to look alike. The deeper they dig into one lane, the harder
