My old agency made a big transition when we started to sell to a new group of executives. We had our old pitch down to a science. We knew exactly what the client cared about. But our new audience thought differently—and had a different set of problems to solve. Our old strategy didn’t cater to their needs. When you’re selling, you need to be inside the client’s head. Know their problems, their fears, their values. Know them even better than they know themselves.