RelationshipOps of the Week #28.
Digital Strategy Agency
|
May 1, 2026
“It felt more like two peers comparing notes than a business conversation.”
“It felt more like two peers comparing notes than a business conversation.”
Doug Logan.
This week, we’re spotlighting Doug Logan, Founder and President of Inovāt, a boutique digital strategy agency known for crafting balanced strategies for bold brands.
With a two-decade track record, Doug’s built a business that’s defined by quiet confidence… not volume. Based in Pennsylvania and built intentionally small, Inovāt has consistently pushed themselves above and beyond… advising companies across a wide mix of industries on various specializations from brand development and positioning to email marketing.
Doug’s fingerprints are all over the agency’s distinct approach. He’s not chasing trends or clicks. Instead, he leads his team with a commitment to thoughtful growth, small experiments, and above all… trust. It’s the trust that’s turned casual lunches into 20x ROAS, and follow-ups into second chances with marquee accounts.
So in this week’s feature, we’re digging into how Doug keeps that relationship engine running… from his no-pressure style to his structured rhythm of small, intentional touches.
Let’s dive in.
Two Peers Comparing Notes.
Leonard Chin: What’s an instance when a relationship led to a big win or a really great opportunity for your business?
Doug Logan:
“This has happened for me more times than I can count. Some of our best clients have come from the most unlikely places. Conversations that start over coffee or a cocktail have led to referrals and even direct relationships that turned into long-term partnerships.
One of the best examples came from meeting a business owner through a small group
and then grabbing lunch afterward. We started talking casually about marketing
campaigns, advertising, and analytics. They weren’t working with an agency at the time, and honestly, I wasn’t even sure they would be a good fit for us. It was an industry we hadn’t worked in before, I didn’t know their budgets, and I wasn’t trying to sell.
At that lunch, I was simply giving advice. It felt more like two peers comparing notes than a business conversation. At some point, I offered to take a look at what they were doing — not as a pitch, but more like a friend checking someone else’s homework and giving a second opinion. There was no talk of projects, pricing, or outcomes.
That small step turned into a little bit of work, and over time it expanded. What started as a pilot turned into managing all of their paid media, supporting their email marketing strategy, and helping implement conversion optimization efforts on their website to improve performance even further.
The relationship has gone so well that we not only hit an aggressive goal they cared
deeply about — a 20x ROAS — but they’ve since referred us to another company across the country. Had we not met in that group, gone to lunch, and had a conversation without an agenda, none of that would have happened.
The biggest lesson for me is that it started with the relationship first. We earned trust in small steps. They trusted us with a little before trusting us with a lot. That approach is very different from promising the world upfront and hoping you can deliver later.”
One Small Touch, Every Week.
Leonard Chin: What's your daily/weekly routine for maintaining relationships that help your business?
Doug Logan:
“This is something I’ve become much more intentional about over time. Today, there’s actually a process behind it. I have someone on my team who helps ensure we’re consistently staying in touch with past contacts — not for the purpose of selling, but simply to keep relationships alive.
One example that stands out is a company where we came in second place. We didn’t
win the business, but we were close. I had a strong sense the agency they chose wasn’t going to be the right fit, so we stayed in touch. Light emails. Occasional check-ins. Nothing heavy.
At one point, while I was traveling in New York, I went out of my way to grab a physical gift card from a small coffee shop near one of their Manhattan locations and mailed it to them. It wasn’t a big gesture. They never mentioned it, and I’m not even sure they ever used it. But it was another small reminder that we were thinking about them.
About a month later, they reached back out. Things weren’t working with the other
agency, and they wanted to talk again. Whether or not we ultimately win the business this time, I know one thing for sure: without those small, consistent touchpoints, we never would have had the opportunity to come back into the conversation.
The most important thing we do weekly is simple — one small touch, every week.
Consistency matters far more than any single gesture.”
Stop Thinking About Transactions.
Leonard Chin: What tips would you give to your younger self around relationships and how they impact business?
Doug Logan:
“Earlier in my career, I was much more focused on immediate outcomes. I looked at
relationships through the lens of “What’s in this for me?” instead of simply focusing on being a good person and building real connections.
Looking back, that mindset caused me to let some relationships fall to the side once it didn’t feel like there was any more revenue to be had. I can think of several relationships from 15 or 20 years ago where, had I just stayed in touch — even when it felt unnecessary — they might have turned into something much more meaningful over time.
If I could give my younger self advice, it would be this: stop thinking about relationships as transactions. Stay in touch even when there isn’t an obvious reason. The long-term value of relationships doesn’t show up immediately. It shows up years later.”
Key Takeaways.
We’re glad to have Doug Logan with us on this week’s series, but if anything, here are the few key takeaways:
Relationships grow from trust, not pitches. Doug’s most valuable client started with a lunch, advice, and zero agenda.
Consistency beats grand gestures. Weekly check-ins, even small ones, are what keep his agency top of mind.
Don’t think transactionally. Doug’s biggest lesson: stay in touch even when there’s no obvious upside… the payoff can come years later.
That’s all for now.
If you're open to sharing your experiences in one of our future articles… or know of someone who is, feel free to drop me an email here.
Author.
Leonard Chin
Follow me on LinkedIn.
Doug Logan.
This week, we’re spotlighting Doug Logan, Founder and President of Inovāt, a boutique digital strategy agency known for crafting balanced strategies for bold brands.
With a two-decade track record, Doug’s built a business that’s defined by quiet confidence… not volume. Based in Pennsylvania and built intentionally small, Inovāt has consistently pushed themselves above and beyond… advising companies across a wide mix of industries on various specializations from brand development and positioning to email marketing.
Doug’s fingerprints are all over the agency’s distinct approach. He’s not chasing trends or clicks. Instead, he leads his team with a commitment to thoughtful growth, small experiments, and above all… trust. It’s the trust that’s turned casual lunches into 20x ROAS, and follow-ups into second chances with marquee accounts.
So in this week’s feature, we’re digging into how Doug keeps that relationship engine running… from his no-pressure style to his structured rhythm of small, intentional touches.
Let’s dive in.
Two Peers Comparing Notes.
Leonard Chin: What’s an instance when a relationship led to a big win or a really great opportunity for your business?
Doug Logan:
“This has happened for me more times than I can count. Some of our best clients have come from the most unlikely places. Conversations that start over coffee or a cocktail have led to referrals and even direct relationships that turned into long-term partnerships.
One of the best examples came from meeting a business owner through a small group
and then grabbing lunch afterward. We started talking casually about marketing
campaigns, advertising, and analytics. They weren’t working with an agency at the time, and honestly, I wasn’t even sure they would be a good fit for us. It was an industry we hadn’t worked in before, I didn’t know their budgets, and I wasn’t trying to sell.
At that lunch, I was simply giving advice. It felt more like two peers comparing notes than a business conversation. At some point, I offered to take a look at what they were doing — not as a pitch, but more like a friend checking someone else’s homework and giving a second opinion. There was no talk of projects, pricing, or outcomes.
That small step turned into a little bit of work, and over time it expanded. What started as a pilot turned into managing all of their paid media, supporting their email marketing strategy, and helping implement conversion optimization efforts on their website to improve performance even further.
The relationship has gone so well that we not only hit an aggressive goal they cared
deeply about — a 20x ROAS — but they’ve since referred us to another company across the country. Had we not met in that group, gone to lunch, and had a conversation without an agenda, none of that would have happened.
The biggest lesson for me is that it started with the relationship first. We earned trust in small steps. They trusted us with a little before trusting us with a lot. That approach is very different from promising the world upfront and hoping you can deliver later.”
One Small Touch, Every Week.
Leonard Chin: What's your daily/weekly routine for maintaining relationships that help your business?
Doug Logan:
“This is something I’ve become much more intentional about over time. Today, there’s actually a process behind it. I have someone on my team who helps ensure we’re consistently staying in touch with past contacts — not for the purpose of selling, but simply to keep relationships alive.
One example that stands out is a company where we came in second place. We didn’t
win the business, but we were close. I had a strong sense the agency they chose wasn’t going to be the right fit, so we stayed in touch. Light emails. Occasional check-ins. Nothing heavy.
At one point, while I was traveling in New York, I went out of my way to grab a physical gift card from a small coffee shop near one of their Manhattan locations and mailed it to them. It wasn’t a big gesture. They never mentioned it, and I’m not even sure they ever used it. But it was another small reminder that we were thinking about them.
About a month later, they reached back out. Things weren’t working with the other
agency, and they wanted to talk again. Whether or not we ultimately win the business this time, I know one thing for sure: without those small, consistent touchpoints, we never would have had the opportunity to come back into the conversation.
The most important thing we do weekly is simple — one small touch, every week.
Consistency matters far more than any single gesture.”
Stop Thinking About Transactions.
Leonard Chin: What tips would you give to your younger self around relationships and how they impact business?
Doug Logan:
“Earlier in my career, I was much more focused on immediate outcomes. I looked at
relationships through the lens of “What’s in this for me?” instead of simply focusing on being a good person and building real connections.
Looking back, that mindset caused me to let some relationships fall to the side once it didn’t feel like there was any more revenue to be had. I can think of several relationships from 15 or 20 years ago where, had I just stayed in touch — even when it felt unnecessary — they might have turned into something much more meaningful over time.
If I could give my younger self advice, it would be this: stop thinking about relationships as transactions. Stay in touch even when there isn’t an obvious reason. The long-term value of relationships doesn’t show up immediately. It shows up years later.”
Key Takeaways.
We’re glad to have Doug Logan with us on this week’s series, but if anything, here are the few key takeaways:
Relationships grow from trust, not pitches. Doug’s most valuable client started with a lunch, advice, and zero agenda.
Consistency beats grand gestures. Weekly check-ins, even small ones, are what keep his agency top of mind.
Don’t think transactionally. Doug’s biggest lesson: stay in touch even when there’s no obvious upside… the payoff can come years later.
That’s all for now.
If you're open to sharing your experiences in one of our future articles… or know of someone who is, feel free to drop me an email here.
Author.
Leonard Chin
Follow me on LinkedIn.