By Jay Neale 
Every agency says they’re client-first. It’s on the creds deck, the website, the brand DNA.
But when deadlines hit, scopes change, or capacity’s tight - what really drives your decisions?
The truth is, most teams are still operating with a production mindset. Not a problem-solving one. And that disconnect? It’s costing you growth.
To truly become client-first, agencies need to change how they think, not just what they deliver. That's where behavioural insight comes in.
Jay speaks to Beatrice Andrew, Behavioural Science Consultant and Founder of Be.a Consulting, an expert in human behaviour and change. She coaches leaders and teams to unlock growth through customer centricity, mindset shifts and unconscious decision-making.
They discuss what it takes to become genuinely client-first – how to really understand what your clients want, shift your decision-making mindset, and build habits that deepen trust, not just tick boxes.
Your 'too-long-didn't-watch' takeaway (TLDW):
"As leaders we can empathise and empathy map our clients to really understand what they need. And it's our responsibility to understand what they really value and appreciate."
About Beatrice
Behavioural Consultant, Be.a Consulting
Beatrice is a behavioural science consultant, coach, and founder of Be.a Consulting, where she helps businesses design experiences that drive positive behavioural change.
With a background in neuroscience and over 12 years of agency experience, she blends strategy, psychology, and creativity to deliver insight-led solutions across product, marketing, and transformation.
She’s a TEDx speaker, industry contributor, and panelist at LSE. Her recent work includes a film project with Bruce Parry exploring indigenous wisdom and modern technology.
Connect with Beatrice.
