In the rush to adopt value-led pricing models, many agencies have skipped the critical first step: transforming how they create and structure value. This talk reveals why pricing strategies often fail when they’re not backed by a scalable, differentiated business model—and what the most successful firms are doing differently. You’ll learn how to assess your current model using the Agency Value Compass, explore the four agency archetypes, and discover how to build a Value Framework that aligns your expertise, offerings, and pricing. If your agency is still selling effort instead of outcomes, this session is your starting point for scalable growth.

​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.