Model Before Message: Why Outcome-Based Pricing Fails Without a Scalable Value Model
SPECIAL FORMAT: 20-minutes presentation / 30-minutes Q&A
Many agencies are moving toward value-led pricing—but often without the structural foundation needed to support it. The result? Inconsistent pricing conversations and pressure on profitability.
This fast-paced session introduces the Agency Value Framework™ and Agency Value Compass™, showing how to align what you sell and how you price with the outcomes clients value most. It’s a strategic reset that helps clarify where your agency stands—and where your next step should be.
Whether you're just beginning to feel pricing pressure or evolving an already strong model, this session offers the clarity to move forward with confidence.
What You’ll Learn:
Why the most common pricing models often stall without the right foundation
How to tell if your agency is scaling value—or just scaling effort
The four agency archetypes on the Agency Value Compass™
How to align your expertise, offerings, and pricing using the Value Framework™
A case study: How one agency increased pricing by 66%—with no new services or team
What changes when pricing reflects value—not effort
Who Should Attend:
CEOs, COOs, and Presidents leading agency transformation and long-term growth strategy
CFOs and Finance Leaders responsible for pricing models, profitability, and revenue performance
CSOs and Heads of Growth shaping go-to-market strategy and client engagement models
Agency Leadership Teams exploring how to evolve their revenue model beyond billable hours
Firms starting to feel fee pressure—or ready to level up an already strong value proposition
[If you're a current or past Lodestar client, contact us for an access code.]
About the Presenter:
Brian Kessman is the founder of Lodestar Agency Consulting, where he helps agency leaders unlock scalable, high-margin growth by transforming how they position, productize, and price their expertise. His work focuses on building business models that align with client outcomes—enabling firms to grow revenue per FTE, strengthen pricing power, and scale without adding headcount.
With over 20 years of leadership experience across agencies and software companies, Brian blends practical experience with Agile and Lean principles to drive measurable change—fast. His strategic frameworks have been adopted by agencies across the U.S. and Canada and earned him recognition on the 4A’s Expert Network, along with speaking engagements at Mirren, AMIN Worldwide, and other leading industry platforms.
Through repeatable, value-based solutions and AI-aligned operating models, Brian’s clients reduce delivery complexity, increase deal size, and future proof their firms for the evolving expectations of sophisticated buyers.