Ignition Consulting Group

11/14/2024

Lovers and Haters: The Test of a Strong Brand.

Brands desperately want to be loved. They crave universal appeal, global popularity, and across-the-board acceptance.

10/23/2024

Why you should stop running your firm at maximum capacity.

Has your billable time ever been scrutinized? If you work for a professional service firm, chances are you have been subject to a battery of billable time evaluations, all designed to achieve one fleeting goal: maximizing productivity. Aside from the enormous problems associated with the billable ti

10/10/2024

Is Your Agency the Best House in a Bad Neighborhood?

When we look around the advertising agency industry for examples of truly transformative business models, most of these renovations are cosmetic at best. Agency leadership teams emerge from offsite planning meetings with pronouncements that the firm will undergo a “restructuring” that usually re...

09/18/2024

10 Common Pitfalls of Value-Based Pricing

After the invention of the microscope, which made possible the observation of the microorganisms that cause infection, it still took the medical profession almost 150 years to fully embrace germ theory. Sometimes, transformations can take a long time.

09/01/2024

Building an agency that's easy to scale but hard to duplicate.

If you’re building a business you plan to sell someday, to get maximum value, you must go well beyond the checklist provided by M&A consultants. Labor-based businesses like agencies can make poor investments because their main assets—client relationships and talent—can be fleeting. Acquisi...

06/21/2024

Only uncommon solutions can command uncommon pricing.

Click on the “Services” section of an agency website and you’ll be served with a bullet-point list of widely-available capabilities and competencies. The introductory copy explains that the agency will carefully assemble the right combination of services to meet the specific needs of prospecti...

05/31/2024

How to Present Solution-Based Pricing

When you make the decision to implement a new revenue model in your firm, one of the essential first steps is to arm your front-line executives with the language and framework they need to sell in solution-based pricing to both clients and prospects. …

04/25/2024

Declining Profits? Your Clients Are Not the Problem.

03/29/2024

Centering Your Client Relationships Around Value Instead of Cost https://bit.ly/4cy8F6l

Most agencies walk into compensation discussions armed with a defense of their costs (spreadsheets populated with people and estimated hours) but have spent virtually no time or energy comprehending the value they’re about to create for their clients. It’s little wonder that the senior executive...

01/24/2024

Positioning your firm isn't logical.

12/29/2023

Have you had enough of the theory of value-based pricing? Not unless you have changed your practices.

If this headline describes how you’re feeling about “value-based pricing,” this article was written especially for you. In the countless conversations our firm has had with agency executives about their revenue models, many have expressed this sentiment. But for those of us who teach value-led...

10/26/2023

The most valuable things you sell cannot be priced by the hour.