Selling billable judgement. Includes the critical reporting, which is where the incentives are clearest.
How to win and keep agency clients and write advertising that sells.
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How firms that sell expertise set their ratio of juniors to partners, and price.
How BCG, Bain and McKinsey created the market for strategy itself.
How the modern consulting partnership was invented and priced.
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Building Creative Artists Agency into Hollywood's top agency, then failing at Disney.
Recommended by: Ben Horowitz, Benedict Evans and 4 others
Investigative account of who pays for consulting advice.
Value pricing for solo and boutique consultancies.
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What advertising agencies sell, and the theories of how ads work they sell it with.