Results vs Outcomes
“Clients buy from us because of our results.” That’s a consistent thinking process error that many agency owners make. Yes, you’ve generated campaigns that totally killed it and had amazing results. That’s simply table stakes. You get paid because you can do your job, but that’s not the real value.
Result sets aren’t the real value. It’s the outcome that follows the result sets that matters. That revenue and the profit from that revenue become fuel for the rest of their business.
The outcome is how the business deploys the capital that you generate to create an ongoing systemic change in their business, so that it grows faster and becomes more profitable and more stable. You are part of the equation. You are not the equation.