12-months of Forums: All wrapped up

Often the Forums take the form of invited guests giving insight or provocation to spark discussion, sometimes we set a question or ask for opinion. All of the sessions have been beneficial, but here are a few which particularly stood out for me this year.

Blair Enns joined us in January to talk about creative businesses selling their expertise and how to move out of a ‘vendor’ position in the sale. Blair is a long-time friend of the DBA and there are not many members who are not aware of his philosophy and expertise when it comes to positioning and sales. This was an excellent opportunity to dig into the detail and ask questions, with the conversation spanning Blair’s ‘one client at a time’ approach, to the role of business owners in the sale, and much more.   

In April, Mark Curtis formerly of Accenture Song (and founder of Fjord) talked us through the Lifestyle Trends Report, a fascinating insight into the factors impacting not just consumer behaviour on the high street, but also those buying design services. Of the many pertinent points Mark shared, the two that stood out for me were ‘Data Overload’ where we have access to so much information we don’t know what to do with it, and ‘Decision Paralysis’ from a position of fear of making the wrong decision – the irony of course being that not making a decision is usually the worst option.

The age-old issue of free pitching was addressed in May after a flurry of social media posts in the month before had attracted a lot of attention. We took the opportunity to spotlight members from a range of specialisms who do not free pitch as proof that there is a better way to win work and run your business. The DBA Code of Conduct recommends that members do not free pitch, and we can help you transition to this mindset. If you’d like to explore this further in 2026, drop me a line at adam@dba.org.uk to set up a call. We also have a wide range of guidance members can tap into online.

The membership of the DBA has two core constituents – design agencies, and in-house teams at large corporates. In October, we brought these together by inviting three global design leaders from large corporations to talk openly about the issues and pressures within their businesses and how they impact the design decisions that are made. This was an excellent opportunity to understand the constraints that some clients are operating under, as they too are trying to elevate the importance of design within their businesses.

Don’t miss our first Forum of 2026 – taking place on 12 January from 13:30 to 14:30 in our new regular lunchtime slot.

We’re going to be focussing on working internationally and will be joined by DBA members representing a range of sectors, including PriestmanGoode’s Kirsty Dias and forpeople’s Chris Hacking, who’ll be sharing their experiences and perspectives so you too can grow your impact abroad. 

You can find more details below, along with a snapshot of all the conversations from this year’s Member Forums.

Selling expertise
If you’re selling your expertise in a creative business, these top tips from Blair Enns will help you move from a vendor to expert. Take it one client at a time and navigate tricky conversations with more confidence. Read more. 

How AI is reshaping the way we work
From productivity gains to integrating AI as a brand management tool, DBA members shared practical ways they’re incorporating AI into their day-to-day work – with some useful legal advice along the way. Read more. 

Productivity vs creativity
Does over monitoring stifle creativity? Finding the balance between structured and unstructured time, and allowing time to rest, were among the insights shared by Alex Soojung-Kim Pang. Read more. 

Accenture Life Trends 2025 Report
How are people’s behaviours and attitudes shifting, and what does this mean for our businesses? A fascinating look at the latest Accenture Life Trends Report. Read more.

Say no to free pitching
Practical and inspiring ways to push back against free pitching from a range of DBA members. From clear policies to building stronger client relationships – there’s much more you can do. Read more. 

Design education
We explored design education with contributors ranging from university leaders to design business owners to recent graduates. These conversations will continue in 2026. Read more. 

Author special
From service design to human centred creative leadership, if you’re looking for an inspiring Christmas read, look no further than these two books. Read more. 
Plus, check out the DBA recommended reading.

Build new business momentum
How can you tap into your network and stay ahead of trends? Practical, strategic advice from DBA Expert and new business specialist, Lucy Mann – relevant at any point in the year. Read more. 

The in-house perspective
What is really going on inside large organisations? How are the current market conditions shaping the way they work with agencies? A fascinating conversation with three in-house design leaders. Read more. 

In Focus Report special
Maximising profitability, recovery rates, golden ratios and key trends from the DBA’s 2025 In Focus Report were just some of the insights we explored in detail. Read more.

Inspirational perspectives on 2026
“What one experience this year will influence how you do business in 2026?” We asked an eclectic group of thinkers to share their views. From sustainability to AI to leadership endurance. Read more. 

Don’t miss our first meeting of 2026
Taking place on Monday 12 January at the new time of 13:30-14:30 we’re going to be diving into working internationally, with member-led strategic insight. Read more.