As agency models evolve, many firms are discovering that even great services aren’t enough to sustain margin or defend pricing. What’s working now? Structured, outcome-driven solutions that clients can’t easily replicate in-house—or price-shop among competitors.
This session explores how agencies are turning their expertise into scalable offerings that grow margin, increase deal size, and unlock recurring or IP-based revenue. If you’ve already refined your positioning, this is the next step toward sustainable, productized growth.
What You’ll Learn:
Why productized solutions are outperforming traditional services in today’s market
The four strategic shifts needed to productize your value effectively
How to turn your expertise into outcome-based, scalable solutions
Examples of agencies moving from custom scopes to high-value productized models—and what clients think
Practical steps to monetize IP, use AI to scale delivery, and grow without more headcount
Who Should Attend:
CEOs, Presidents, and Managing Directors seeking a more scalable, margin-protecting model for growth—beyond custom projects and time-based work.
COOs and CFOs looking to reduce operational strain, stabilize revenue, and increase profitability without expanding headcount.
Chief Strategy Officers and Heads of Growth focused on building a solution-led business model that differentiates in a crowded market.
Client Service, Delivery, and Product Leaders responsible for evolving how the agency delivers value—at scale, with consistency, and with measurable outcomes.
Leadership Teams who’ve refined their positioning and are ready to take the next step: productizing their expertise into structured, defensible offerings.
[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.