Working on Primark’s AI product pitch reinforced the importance of going beyond a client’s initial brief. One of the key learnings was that it is both beneficial and impactful to show clients what is possible, not just what they ask for. Taking this extra step demonstrates genuine care for the product and shows that we are thinking deeply about their business, rather than simply delivering to a checklist. This approach helps position a consultancy as a true partner—one that is invested in creating meaningful, high-quality outcomes rather than just securing a project. I believe this mindset is essential for successful pitches and long-term client relationships.

Another critical learning was the value of having the right people working on the right projects. Relevant experience can significantly influence both the quality and speed of delivery. In this case, my background in retail—having worked on the shop floor as well as on e-commerce platforms—allowed me to approach the design challenges more intuitively and efficiently. I believe that without this direct retail experience, it would have been much harder to progress the work so quickly. This highlighted how important thoughtful resourcing is for consultancies: aligning project needs with individual expertise can be a decisive factor in delivering strong, confident solutions.