Most agencies create customer personas for their clients. Very few create a persona for their own i
Avi Arya argues agencies create personas for clients but not for themselves, leaving relationships shallow and revenue capped. He introduces the "master client" concept: a high-value partner paying 1 lakh or more for multi-year commitments. His strategy: use value-based pricing to charge 5 to 25 times market rate while treating these clients like partners, not transactions.
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