That’s why we’re constantly on the lookout for new approaches to collaboration, especially from systems in the natural world, which tend to be sustainable, resilient, and mutually beneficial by design. This curiosity recently led us down a rabbit hole exploring articles about resilient coastlines, and got us thinking: What can we learn about relationships between two connected but distinct ecosystems from one of nature’s most visible points of connection — the coastline?
Resilient coastline design represents a shift from rigid "hard" engineering to adaptive, nature-based systems that work with natural processes rather than against them. These systems embrace flexibility, and they bend, absorb, and redistribute energy from storms instead of simply resisting them.
Key concepts include living shorelines that use natural materials like oyster reefs and salt marshes for protection, hybrid infrastructure that combines engineered and natural elements, and multi-layered defense systems with multiple protection zones working together. Most importantly, resilient coastlines operate on dynamic equilibrium — they evolve with changing conditions rather than fighting natural forces, making them far more sustainable than traditional seawalls which try to maintain permanently fixed boundaries over the long term.
I've seen firsthand how the principles that designers are using to protect coastlines can transform how we partner with clients to create more productive, impactful relationships. Here's how we're applying these insights at Salted Stone.
Every coastal project starts with understanding local geography and dynamics, and every successful client partnership starts the same way. At Salted Stone, we've learned you can't apply one-size-fits-all relationship models to every client and expect them to work.
Before discussing deliverables, we dig deep and fast into our client's operational landscape. What drives their decision-making processes? How do they handle risk and change? What nuances influence project success, how it’s defined, and by whom? The most effective partnerships begin with genuine curiosity about context, not just surface-level requirements.
Every relationship is unique, but many share common patterns that we’ve come to recognize over time and develop flexible approaches to that let us split the difference between simplistic, checklist-style work and expensive, slow, and overly complex one-of-one solutions. By understanding the context we’re operating in — alongside our clients — we can focus on the things that matter most.
At Salted Stone, we've embraced nature-based solutions for relationship building because natural systems provide multiple layers of protection while maintaining flexibility. The strongest client partnerships prioritize organic trust-building over rigid compliance structures.
We model our communication systems after coastal wetlands — complex networks that absorb storm surges before they become destructive. Through shared dashboards, regular check-ins, and transparent reporting, we create systems that don't just share information but build shared understanding. This prevents small misunderstandings from becoming relationship-disrupting storms, and empowers our clients to see the forest and the trees at the same time.
We think the best plans function like sand dunes: firm enough to prevent scope creep, flexible enough to accommodate necessary changes. We keep a focus on the key outcomes while allowing for organic evolution in how we get there as the situation evolves. Like dunes that rebuild after storms, these boundaries can be temporarily modified without losing their essential protective function.
As we’ve grown and serviced hundreds of businesses across the B2B and B2C landscape, we've learned that preventing relationship erosion beats repairing damage after surges hit. Our approach combines formal accountability tools with informal relationship-building activities: contracts and KPIs integrated with flexible brainstorming and a mindset that prioritizes empathy to create resilience.
We believe in spotting signs of strain early, before small issues become real problems. Experience has shown me that building in regular opportunities for honest feedback and open dialogue not only demonstrates our commitment to lasting partnerships, but also creates space to make adjustments together when challenges arise. This proactive mindset helps keep relationships strong, resilient, and ready to weather whatever comes next.
At Salted Stone, we've built our reputation on delivering results through thoughtful strategy, technological prowess, and best-in-class creativity for consistent client wins. But what I've learned as an account manager is that our real strength lies in how we create partnerships that don't just survive the surges and swells that are part of a constantly evolving business landscape — they thrive through it.
The coastal resilience framework offers more than metaphors. It provides part of a practical blueprint for how we approach every client relationship. By embracing nature-based approaches to trust-building, implementing adaptive project management strategies, and maintaining proactive monitoring systems, we create partnerships that transform challenges into opportunities for deeper collaboration and shared growth.
A resilient coastline doesn’t resist changing weather head-on; it adapts, flexes, and even grows stronger by absorbing and redirecting the energy that comes its way. That’s exactly how we think about our client relationships. In a business landscape that’s always shifting, the partnerships that truly thrive are the ones built on flexibility, adaptation, and the ability to adjust course together. By focusing on these timeless principles of natural resilience, we’re able to build relationships that don’t just withstand change — they use it as fuel for growth and shared success.
If you’re interested in learning more about what a resilient agency relationship looks like, contact us today!