Adopting a Product-Based Business Model: Full Program

with brian kessman, Lodestar Agency Consulting

  • WHERE: Online
  • FREQUENCY: Series
  • DURATION: 60 minutes per session
  • TYPE OF PARTICIPANTS:  Single agency or multiple agencies together
  • PRICE: $3750 USD





“Would you buy a house – or a car – or a fine wine, without knowing how much it was going to cost? It’s not surprising that clients don’t like to buy agency services that way, either. As clients increasingly commission agencies for specific projects, rather than long term monthly retainers. They don’t enjoy staying awake at night wondering if a job will go over budget.

If you don’t have the skills to scope and price appropriately, this can be a big problem for you. But if you master the technique of ‘productising’ your work, this can be a significant competitive advantage. The big consulting firms work this way, and make double the margin that typical agencies do. Why not you?

Brian has a 20 year agency background so he talks your language and understands the challenges as well as the potential rewards. If you are already convinced that product-based pricing can help your agency win more clients, these four sessions provide the playbook for your team to make it a reality.”

What will you learn

The program covers four topics:

Session 1: Positioning Strategy as the Gateway to a Product-Based Business Model
• Benefits of a focused and differentiating positioning and how it can open the door to a product-based business model
• An actionable positioning framework you can use to define your own firm’s positioning
• Many examples from around the world, including agencies that have already taken the next step of adopting new business models

Session 2: Adopting a Product-Based Business Model for Scalable Revenue and Sustainable Growth
• What a “product-based” model is, and the related benefits and challenges
• How the model simplifies your business and allows you to scale revenue
• Many examples of agencies already using a productized model
• Tools to begin packaging your value into a productized model
• Ways to align team structure, processes, and how you measure success

Session 3: Redesigning Your Team Structure for Smarter, Leaner, “Creative Product Teams”
• How structure can lift (or limit) creative services
• The benefits of moving away from “Project-Teams” to form “Creative-Product Teams”
• How to uncover your agency’s “Value Architecture” as the foundation for optimal structure
• How to create outcome-driven roles for accountability and entrepreneurial thinking
• How to distribute authority for smarter, faster decision-making and action

Session 4: Managing Engagements Without Timesheets in a Product-Based Revenue Model
• The “old way” vs the “right way” to think about “time” in a value-driven resourcing model
• Answers to common concerns about how to manage projects without timesheets
• Why you should stop assigning “people to projects” and begin assigning “teams to value”
• Tools and practices to inform staffing levels, hiring decisions, and protect profitability
• The KPIs to help teams track progress and remain within budget, scope, and schedule
• The tech stack you’ll need to optimize your delivery in a value-driven pricing model
• A roadmap to evolve your agency beyond a “culture of utilization” to a “culture of accountability”

You will learn:

• Why Positioning Strategy as the Gateway to a Product-Based Business Model
• How to Adopt a Product-Based Business Model for Scalable Revenue and Sustainable Growth
• How to Redesign Your Team Structure for Smarter, Leaner, “Creative Product Teams”
• How to Manage Engagements Without Timesheets in a Product-Based Revenue Model



Agency Principals, C-suite, Presidents, Managing Directors, and Heads of Marketing, Business Development, and Account/Client Services.


brian kessman

Brian Kessman is the Founder and Principal Consultant of Lodestar Agency Consulting. Brian partners with agency leadership teams to improve their firm’s financial performance and organizational health by refocusing, simplifying, and scaling their business model. He does this through positioning strategy, productization, and operating model design resulting in new business success, scalable revenue, and sustainable growth. Brian developed Lodestar’s Agency Wayfinder™ approach based on his 20+ years as a leader in brand strategy, interactive, product design, and full-service agencies across the US. He incorporates concepts and tools from Agile, Lean, and other management innovations and future-of-work movements into his approach to help agencies develop modern, value-driven offerings and operating models.



• “We’re more aligned, have clear accountability across teams, and everyone is equipped to adapt to anything the market throws at us.” — TJ M., CEO, Cramer

• “Account managers have reported that 85% of projects are moving faster than before.” — Amanda H., VP, Org Design, Signal Theory

• “The clarity and speed with which I was able to begin resolving our issues was well worth the investment.” — Scott R., Partner & Director of Client Services, Rubensteintech

• “Lodestar really helped us turn the microscope on ourselves and build a positioning we felt was true to who we are and truly differentiating.” — Kelly M., Managing Dir., Head of Eversana Intouch Solutions



• Positioning Strategy for New Business Success and as the Gateway to a Product-Based Revenue Model
• Eight Guiding Principles for a High-Performing Agency and Operating Model
• Adopting a Product-Based Business Model:
How to Simplify Your Business Model and Scale Your Revenue for Sustainable Growth
• Redesigning Your Team Structure for Smarter, Leaner, “Creative Product Teams”
• Managing Engagements Without Timesheets in a Modern Revenue Model
• Tools and Techniques for Emerging Leaders to Improve Agency Performance and Organizational Health


Please note

For any programs delivered in person, the provider’s travel and other ‘out of pocket’ costs will be additional to the program fee and will be advised by the program provider in advance, depending on time and distances involved. This will not apply to online programs.



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