Most agencies have sharpened their services and improved efficiency. But in a market that now rewards focus, outcomes, and strategic depth, it’s expertise—not breadth—that differentiates and drives pricing power.
This session shows how refining who you serve and what problems you solve becomes the first—and most important—step in building a scalable, high-margin model. If your firm has strong capabilities but isn’t commanding the fees or clients you should, this is the shift that changes everything.
What You’ll Learn:
How to develop positioning that attracts premium clients and pricing
How to clarify your agency’s true differentiators and win in a competitive market
A method to move from a wide range of offerings to value clients actively seek
Examples of agencies using positioning + AI to elevate pricing and relevance
Practical steps to align your services, team, and go-to-market strategy
Who Should Attend:
CEOs, Presidents, and Managing Directors seeking to reposition their firm for scalable growth, premium pricing, and strategic relevance in a changing market.
COOs and CFOs looking to align service focus, delivery efficiency, and profitability through smarter client and offering strategies.
Chief Strategy Officers, Heads of Growth, and New Business Leaders aiming to increase win rates by targeting higher-value opportunities and differentiating with expertise.
Talent and Culture Leaders who want to attract and retain top-tier talent through a clearer, future-focused agency identity.
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.