Design agencies are missing out on a simple and creatively rewarding way of attracting new clients. It’s nothing new, but it’s rarely used. I call it, ‘proactive working’. It’s all about seeing an opportunity for good design, arguing the case for change, then pro-actively approaching clients with proposals. Almost every agency invests time and resources pitching for new business. Based on research I commissioned, the typical design consultancy will take part in between 10 and 20 pitches a year. There are obvious benefits to pitching: the agency knows there is an opportunity. Be it a new project or a new...