The agency side of the table talks about ownership -  clients to feel ownership of the work, how to bring them on the journey, how to make the creative decision feel like theirs. What we are less aware of (or honest about) is what ownership actually requires. It requires skin in the game. Real exposure to the consequences of the choice. And most agency practitioners operate without it. We make the case. We do the craft. We manage the process. The client bears the cost and the risk.