While some agencies burn through clients, No Limit Agency has made it its core principle to keep what we have. In fact, our mantra and core values have evolved so much that they’re now displayed in the simplest form: Give a shit. We know that if we don’t take care of our clients, surely, there is another agency waiting to take care of them for us. And that’s not good.

Sometimes, though, giving a shit is not enough. Sometimes, no matter what you do—no matter how good you are at relationships, service, results and strategy, changes will be completely out of your control.

But that doesn’t mean it sucks any less.

When your agency is built around giving a shit, it can hurt even more when you lose a client. The good is that it does hurt, in that we really do care. The bad part is that it still hurts.

We have lost clients—just like everyone else. I am proud of the fact that it is never for a lack of effort, rather, most of the time, it’s a lack of results. Sometimes it’s just timing. Sometimes it’s a new CEO who has other relationships. Sometimes it’s simply that while the client wants PR, they really don’t understand it. Sometimes, we are just not the right fit for each other.

Last month, we lost a client —one who I thought could have been with us forever.

“You know, most agencies do great out of the gates and then slow down,” he said.

To which I said, “Did you see that Entrepreneur Magazine placement yesterday? Or how about the fact that we have surpassed last year’s PR value? Or how about the fact that you sold a franchise directly through the PR we secured?”

“Yeah, but no hard feelings.”

Yeah, but no hard feelings. That’s a tough pill to swallow when you have absolutely done a great job for a challenging brand—when you have gone above and beyond; over delivered; didn’t micromanage the projects.

And, then you pause. It’s time to come to the realization that you don’t have them any more as a client. They are gone. Now what?

Now, you start to evaluate. What could you have done better? If you ask that question, and are willing to find the holes, then chances are you will keep the next client longer—or, perhaps, forever.

When we are onboarding a client, we talk about forever. We talk about how we take things personally—how we give a shit. This is why these conversations suck.

No, there are never hard feelings—we are too smart to burn a bridge. But that doesn’t mean we aren’t disappointed.