Borrow expertise. Never outsource judgement.

Two weeks ago, I spent the day at the Agency Hackers Growth Summit at the Hilton London Paddington.

I’ve always enjoyed Agency Hackers events. Running an agency can be a lonely place at times, so it’s refreshing to spend a day with people who understand the ups, downs and day-to-day realities of agency life.

Stepping away from the workplace gives you the chance to think, reflect and, if you’re lucky, come away with one thought that strikes a chord.

That thought was generously delivered by Jonathan Ford.

Jonathan, co-founder of renowned branding agency Pearlfisher, reflected on more than 30 years of building and running an agency, and shared some important pearls of wisdom he’d picked up along the way.

It’s something that’s a useful reminder to us all: “Borrow expertise. Never outsource judgement.”

It’s such a simple statement, but it feels so relevant right now.

Whether you’re part of a national or global brand team, or growing your own business or consultancy, we’re all surrounded by constant noise.

Advice, opinions, insights and expertise have never been more available or accessible.

Whether human or artificial, there’s an endless stream of intelligence; answers, ideas and recommendations are everywhere.

The danger isn’t using any of those sources. The danger is gradually forgetting that you’ve spent years developing your own judgement.

Your experience, your instincts and your understanding are still what separate good decisions from average ones.

By all means, borrow expertise. Listen to people who’ve been there before. Use AI to challenge your thinking and speed things up.

But don’t outsource your judgement.

A huge thank you to Jonathan Ford for sharing his experiences so openly, and to the Agency Hackers team for another excellent event.

As ever, one moment of inspiration made the whole day worthwhile.