#95: Why Clients Don’t Want Collaborators | Michael Palma, Founder of The Palma Group

What do basketball, brand reviews, and $400M in agency wins have in common? Michael Palma.

From being a Parade All-American athlete to coaching under Jim Valvano, Michael Palma pivoted into advertising recruitment—eventually placing more than 1,300 top talents and helping agencies win over $400 million in revenue. Today, as founder of The Palma Group, he manages reviews for global brands like Coca-Cola, Heineken, Peugeot, and Zaxby’s.

In this episode of Soul & Science, Jason Harris sits down with Michael to unpack what makes partnerships last, how to spot red flags before they sink a pitch, and why true leaders walk with a “humble swagger.”

Key Takeaways:

✅ Clients don’t want collaborators—they want leadership that listens
✅ There’s no “perfect” agency, only the ideal fit for the moment
✅ Good agencies get comfortable; great ones never stop bringing ideas
✅ A pitch is won or lost in the first five minutes of emotional connection
✅ Agency culture—not case studies—ultimately drives client choice

Memorable Moments:

💡 “Clients want leadership that listens. They don’t want collaborators.”
💡 “If you’re gonna lose, lose as you. Don’t lose pretending to be someone else.”
💡 “There is no perfect agency—only the best possible fit.”
💡 “The mortal enemy of good agencies is efficiency. Great ones never stop caring.”

Brought to you by Mekanism.