What We Look for in a Partner (And What You Should Too)

Not every client is a fit. And that’s a good thing. 

At Whale Song, we don’t aim to be everything to everyone, we aim to be the right partner for the right teams. That means being intentional about who we work with, why we’re working together, and how that relationship will move both sides forward. 

Here’s what we look for in a client, and what we think clients should look for in a partner. 

1. Alignment 
What we look for: Clients who are rowing in the same direction. That doesn’t mean identical priorities, but it does mean we’re solving the same problem, with the same urgency, for the same outcome. 

Why it matters: Misalignment derails momentum. If we’re designing for one vision and you’re operating under another, we waste time, trust, and resources. Aligned partnerships move faster and stay focused. 

What to look for in a partner: Someone who asks about your why and doesn’t just accept your request at face value but digs into the underlying business goals. A good partner helps clarify the problem before proposing the solution. 

2. Shared Values 
What we look for: Clients who care about how the work gets done, not just the output. We’re big on transparency, momentum, and working smart. We work best with teams that are curious, respectful, and collaborative. 

Why it matters: Values shape every interaction. They influence how decisions are made, how feedback is delivered, and how challenges are navigated. When values align, trust builds faster, and missteps are easier to recover from. 

What to look for in a partner: Someone whose process reflects your principles. If you value quality over speed, your partner should too. If you care about clear documentation, they should already be doing it. Don’t just ask what they deliver, ask how they work. 

3. Trust 
What we look for: Clients who see us as a strategic partner, not just a service provider. Trust shows up in how decisions are delegated, how feedback is given, and how bumps in the road are handled. 

Why it matters: Good work only happens when both sides are honest. We can’t do our best work if a client is withholding information, micromanaging every step, or second-guessing every move. 

What to look for in a partner: Someone who’s willing to challenge you and be challenged. A partner who brings ideas to the table, flags risks early, and isn’t afraid to say “this isn’t working” if something needs to shift. 

4. Clarity 
What we look for: Clients who are clear on what success looks like, or, at least open to figuring it out together. We’re not afraid of ambiguity, but we are allergic to confusion that goes unaddressed. 

Why it matters: Clarity creates efficiency. When expectations are clear, decisions get made faster, priorities stay aligned, and everyone knows what progress looks like. 

What to look for in a partner: Someone who communicates early and often. Who documents. Who makes space for questions. Who values context, not just checklists. A partner who says, “Here’s where we’re going, and here’s how we’ll know we got there.” 

The Bottom Line 
Great partnerships don’t just happen. They’re built on shared direction, mutual respect, and the ability to communicate honestly. We’ve seen what happens when those ingredients are missing, and we’ve seen the magic when they’re not. 

That’s what we look for in a client. And if you’re evaluating partners, we think it’s a pretty good place to start. 

Want to find out if we’re aligned? Let’s chat.