The business model of selling time is not sustainable. Many agencies have already shifted their thinking to repackage their intellectual capital as “solutions,” “programs,” and “products” designed to address high-value problems for prospects and clients.
Their positioning, pricing strategies, and new business conversations now focus on the value of their offerings, not the hours that go into them. In doing so, they’ve realigned their business model with their clients’ needs for stronger, reliable relationships. They’ve created working environments free from the pressures of billable utilization and time sheets, enabling their people to do their best work. And they’ve begun to leverage the benefits of AI to scale their effectiveness and impact and transform their business model.
KEY TAKEAWAYS
Why the current dominant agency model is unsustainable
New “value-led” revenue models, their benefits and drawbacks
How agencies are shifting their thinking, strategies, and operations to productize their firm's value
Many examples of agencies already using a productized value model
Agencies bypassing ‘evolutionary’ AI augmentation for ‘revolutionary’ AI transformation and monetization
How to think about packaging your intellectual capital as solutions, programs, and products
Practical steps to productize your value, monetize IP, and create AI-enabled offerings
WHO SHOULD ATTEND
CEOs, CFOs, and COOs, and other leadership team members
Leaders of each agency discipline, Marketing, Business Development, and Account Services
ABOUT THE PRESENTER
Brian Kessman is the Founder and Principal Consultant of Lodestar Agency Consulting. His expertise comes from 20+ years of experience working in the agency and management consulting space. Prior to forming Lodestar, Brian held executive and leadership roles in a combination of award-winning full-service, interactive, and brand strategy agencies.