Quiet Counsel Over Client Kudos
In a profession where announcing client wins is still often the norm, I've found greater value in discretion. Inspired by a recent post from Nina Sawetz, I explore why a lower-key approach can build stronger, more authentic and trusting relationships.
In the world of communication and consulting, there has long been a habit of performative rituals – loud announcements of new client wins on LinkedIn and other social media platforms, press releases proclaiming partnerships before any actual work begins, and a tendency to treat client names as status symbols.
Luckily, this behaviour has been diminishing since the pandemic five years ago. I think it’s time we stopped it altogether – even in cases where client permission is granted to promote a new relationship.
I’ve been reflecting on this recently, especially as I’ve shifted my own focus toward a more intentional work-life balance and don't take part in this particular dance. I stepped away from that some years ago, choosing a quieter, more considered path.
When I talk about my work today, I focus on what I do, not who I do it for. This has become more intentional over the past year as part of a broader effort to rebalance work and life. I’ve shifted from being "always on" and outwardly credentialing every success, to choosing what’s worth sharing – how and with whom – far more deliberately.
A recent LinkedIn post by Nina Sawetz captured this sentiment perfectly. She shared why she no longer issues "client win" announcements or names the organisations she works with. Her reasons were simple, clear, and compelling: many of her clients seek confidentiality, and even when they don't, she often chooses discretion. It's a considered approach rooted in trust, not theatre. "Quiet counsel, no announcements, little noise. Just results and trust," she wrote. That line stayed with me.
This isn’t a call for secrecy or false modesty. It’s a call for a shift in perspective. We should ask ourselves: are we talking about clients to genuinely illustrate our value, or are we using them to promote our own profile? If it’s the latter, it’s time to rethink the balance.
Clients, after all, aren’t props in our marketing. They’re partners. And trust, once earned, should be guarded.
How do you see it? Do you agree with the idea of not making any public announcements about winning clients? Please share your thoughts in the comments.
