Again, a great client relationship boils down to trust and a shared vision of success. And although both clients and partners specialize – Pioneer in seed, AdFarm in agricultural marketing – it helps when we share the same agriculture-based values. So add things like collaboration and community, strong work ethic, even some old-fashioned concepts such as accountability and integrity. A great client should aspire to all of those farm values. They definitely come in handy when trying to get work out of a tornado (i.e., busy season). That said, a great client should respect the role of their partners. But a great agency knows who makes the final decision and helps provide insights to ensure it is the right one.