Specialization, Pricing Discipline, and Building Long-Term Client Relationships
Behind the Agency Podcast with David Wall, Co-Founder of Dusted (UK)
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Prefer the highlights? Key takeaways and summary below.
TL;DR – Key Takeaways
The biggest early-stage trap: saying “yes” to everything… and accidentally building a business with no identity.
Specialization isn’t a branding exercise — it’s how you stop pitching “whatever you need” and start getting sought out.
Dusted doesn’t “productize” branding outcomes. They standardize the process so clients understand what they’re buying.
Pricing stays sane when you treat scope like a contract, not a vibe. (“That’s outside scope” has to be a normal sentence.)
Retainers and “activation” work (post-brand) are how you get off the hamster wheel of constantly hunting new clients.
SEO can become “gold dust” when it consistently delivers right-fit inquiries, not just traffic.
The “get in the room” game matters: reputation opens doors, but expertise closes and keeps the work.
After surviving every possible agency-era (recessions, pandemics, tech shifts), the goal becomes choosing clients you want, not just whoever shows up.
Meet the Guest
David Wall is the Co-Founder of Dusted, a UK agency that helps organizations sharpen their brand strategy and bring it to life through digital and marketing activation.
Dusted was founded in 2004, in the same “new web” era as Gmail, Flickr, and “The Facebook.” Over two decades, they’ve evolved from early digital generalists into a focused, strategically-led branding and marketing shop — with long-term clients (including one that’s been with them for 20 years) and a steady flow of inbound inquiries.
(Optional: Before Dusted, David built his career in the early digital wave and grew alongside the industry as platforms and expectations changed.)
Episode Summary
1. The origin story: two guys, a big bet, and the early web
Dusted started in 2004 because David and his co-founder wanted to do their own thing — and thought they could run an agency better.
Then reality showed up: it’s harder than it looks. Lots of work. Lots of mistakes. Lots of learning.
But the advantage of starting early was being near the front of “digital” before it became table stakes.
2. The main tension: generalist work is survivable… until it isn’t
In the early years, Dusted said yes to almost anything that came through the door. That kept cash moving — but it created confusion.
Clients would ask what they did, and the agency would (basically) ask what the client needed and shape-shift on the spot.
That’s a tough place to be because you’re letting the buyer define your business.
“You can’t be a generalist, because nobody buys that.”
3. Their unique way of solving it: lead with strategy, then activate
Dusted fine-tuned into a clearer offer:
Strategically-led brand work first
Then everything that falls out of that: website, marketing, collateral, comms (“activation”)
A big part of their maturity is being willing to challenge clients who show up asking for the wrong “thing.”
Example: the client asks for a website, but Dusted knows the real need is brand clarity first.
4. The framework: bespoke outcomes, standardized process
They don’t sell “Brand Package A / Website Package B.”
They sell bespoke work — but with a process that’s structured enough to price and deliver confidently.
What’s standardized:
stages of work
activities per stage
deliverables per stage
time + roles + cost logic
That structure solves the “branding is intangible” problem because the client can see what they’ll actually get and why it matters.
David put it simply: if the CEO asks “why are we that color?” there needs to be a real reason.
5. The common ‘cringe’ moment: fixed fee without understanding delivery
David called out where agencies get hurt:
offering fixed fees without really thinking through what delivery requires
underestimating effort
eating scope creep
waking up later and realizing the project wasn’t profitable
The fix is boring but powerful:
define scope clearly up front
model cost based on people + time + rates
be confident saying: “That’s outside scope. Here’s what it costs.”
He also kept it real: sometimes you do a deal — but not in a way that undermines your process or burns your team.
6. Where the founder still belongs: in the room, but not as a magician
David made a point that applies to a lot of agencies:
Reputation gets you in the door — but you still have to perform once you’re there.
They focus on getting in the room, then bringing senior expertise and clarity the client doesn’t usually hear.
It’s not “founder magic.” It’s the ability to diagnose, guide, and communicate like a true partner.
7. Hiring, scaling, and process lessons: retention is the real growth engine
The biggest “scaling” lesson wasn’t headcount. It was shifting from constant new business hunting to repeatable long-term relationships.
Two keys:
Work with clients who have ongoing needs (not just one-time rebrands)
Build “activation” work and retainers so revenue becomes predictable
David said the best feeling is looking at the quarter and realizing a big chunk of revenue is already committed.
That changes:
forecasting
resourcing
stress levels
how desperate you feel in sales
Notable Quotes
“You can’t be a generalist, because nobody buys that.”
“Sometimes we have to challenge the client… there’s no point talking about your homepage when we need to talk about what makes you different.”
“The two key questions clients have are: how long will it take, and how much will it cost.”
“If you give me a drink or a coffee or a slice of cake, I will talk shop.”
Learn More / Get in Touch
Visit → dusted.com
Email → (Not shared in the interview)
Call → (Not shared in the interview)
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