Before You Price Outcomes, Map Your Control
In a previous post, I talked about how agencies can price for outcomes—even when they don’t own the full chain of events that drive client results.
That post sparked a lot of interest, and so I’m sharing the Value Control Map to help.
It’s a simple framework we offer to agencies to help them clarify three things before any pricing or scoping conversation:
What we can own — outcomes directly within our team’s control
What we can influence — the leading indicators we help improve
What we can observe — the external factors outside our influence but worth monitoring
Once teams make this distinction, everything gets clearer:
It shows clients where your impact truly lies.
It builds confidence in pricing and accountability.
And it protects your team from being measured by things they don’t control.
It’s also a great exercise to use in retrospectives or project planning—aligning everyone on what’s really in your hands before jumping into assignments or how much it costs.
From the Lodestar Pricing Toolkit: The Value Control Map
The best pricing strategies are a reflection of the value you create, but with an understanding of what you can influence and what’s simply outside your control.
