7th July 2025
Laurence Green interviews Robin Bonn about rewriting the rules and creating a lasting competitive advantage
Episode 36
Laurence Green
Director of Effectiveness, IPA
To celebrate the launch of Robin’s book, Market of One, this special episode features a Freaky Friday-style role reversal, with IPA Director of Effectiveness Laurence Green in the interviewer’s chair and Robin answering the questions.
Unpacking the exhausting ‘Big Grind’ that many leaders feel, Robin unpacks how agencies can break out of so-called ‘oversupply’ and build a more profitable and fulfilling model.
He and Laurence also explore how AI is dramatically accelerating the need for agencies to raise the bar on what ‘differentiation’ means. There’s also time for Robin to provide real-time feedback on Laurence’s own agencies, prior to his role with the IPA. No pressure.
HIGHLIGHTS:
[03:06] Why ‘Market of One’ and why now
[11:38] Why ‘oversupply’ is a lie
[21:26] Where lasting competitive advantage comes from
[24:59] Happy leader, happy agency
[31:36] What agencies get wrong about ‘specialization’
[39:24] From strapline superficiality to lasting change
[42:42] How differentiated was Laurence’s own agency?
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