I think we can all agree ‘How to Lose a Guy in 10 Days’ is prime time McConaughey. Oh, just me? Cool. Fittingly— in the film, he just so happens to be a marketing + advertising wizard that comes up with the ‘Frost Yourself’ campaign for his jewelry client.

Arguably the greatest film of all time, it focuses on How to Lose a Guy in 10 days — for the sake of an exposè in a burgeoning fashion and lifestyle magazine. I’m a sucker for a play on words so here’s how to lose a client in 10 days.

In agency world, winning clients is tough work. Sales and client services is tough work. Maintaining those relationships and retaining business is extremely tough work. There are so many personalities to navigate, things beyond your control, and at the end of the day, most of the time (not always — in my opinion), the client is right and you’re at their mercy. If you’re on the front lines of communication with these clients, the name of the game is retention and growth. Lots of agencies call their engagements ‘partnerships’ but from my experience, only the best ones actually have real partnerships with their clients. The rest, are often times grasping for straws and figuring out a way to hold on to the business they have and survive the day with their blood pressure at a somewhat normal level.

However, once you’ve reached your tipping point — there’s plenty of things you can do to end that relationship just as quick as it started. In the wise words of Don Draper — the day you win a client is the day you start losing them.

The honeymoon phase between agencies and clients is great. There are lots of exclamation points, charcuterie boards, snacks, wine, and the promise of new. New ideas, new opportunities, new everything. Once the honeymoon phase is over — the real work begins. If it eventually becomes too much to handle — here’s how to lose your client in 10 days (or less).

1. Be slow

Like really slow. Communicate slowly. Return phone calls slowly. The works. Really lean in. Treat nothing urgently. Hell, if you don’t address something, maybe it’ll just disappear!

2. Don’t care

Don’t treat your clients’ business as your own, and definitely remain indifferent to the entire relationship.

3. Lie about capabilities

If you can’t do something, tell them you can anyways. Just figure it out — it’ll probably be fine! Definitely do NOT stay in your lane.

4. Communicate poorly

Be intentionally confusing and vague. Throw in typos for some added value!

5. Make sure expectations are misaligned

Make sure you are NOT you and your client have different expectations and understandings of things like scope. What’s the fun in being on the same page?

6. Don’t be transparent

Lie — as much as possible.

If all else fails, just disappear, change your email, and block their phone number. That should do the trick :)