I’ve written in the past about the counter-intuitive claim that ideas are always and everywhere more valuable than their mere execution.
A simple change to a commerce Web site—replacing the Register button with a Continue button and this message:
You do not need to create an account to make purchases on our site. Simply click Continue to proceed to checkout.
What’s that idea worth? The time it took the agency to come up with it? Nonsense.
How much would a business be willing to pay for an additional $300 Million in revenue?
If an agency can’t price above its hourly rate for the above, it needs better pricers.