Format: Half-day workshop (4 hours)
Target audience: Management teams in mid-sized agencies and consultancies
Background
A marketing agency with 45 employees contacted us after losing three major clients to smaller, nimble competitors. Their question was simple: "How should we think?"
We conducted a workshop based on the three-layer model to map where their actual value lies and how they should reposition.
What We Did
Part 1: Mapping the Current Business (90 min)
Participants categorized their services into three layers:
1. Layer 1 (Production): Work that results in text, code, or design
2. Layer 2 (Judgment): Decisions, validation, client relationships, accountability
3. Layer 3 (Physical): Not applicable for this agency
The breakdown revealed the problem. 70% of billed time was in Layer 1 work, where AI now competes directly.
Part 2: Pricing Analysis (60 min)
We reviewed their five largest projects from 2025. The question: "What did the client actually pay for?"
Consistent pattern: Clients paid for security and the relationship with senior advisors—but the agency billed for hours spent on production.
Part 3: Strategic Choice (90 min)
Two paths were presented:
1. Lean Path: Halve the workforce, maximize AI tools, compete on price
2. Stack Climb: Stop selling production, charge for judgment and accountability
The management team chose path 2. Not because it was easier, but because it matched their actual strength: 20 years of industry knowledge.
Results and Decisions
The workshop landed on three concrete changes:
1. New pricing: From hourly billing to value-based packages with clear accountability levels
2. Team structure: Senior consultants get AI tools for leverage, junior roles are redefined as "AI operators"
3. Client communication: New positioning as trusted advisor rather than production agency
Participant Reflections
> "We've felt that something was off for a year. Now we understand why—we're selling the wrong thing."
>, CEO
> "The insight that our juniors are competing with AI, not with other juniors, changes everything."
>, HR Director
The Workshop Is Suitable For
- Agencies in marketing, design, or software (20-100 employees)
- Consultancies experiencing price pressure from smaller competitors
- Management teams needing a framework for strategic AI decisions
Next Steps
Want to conduct the same workshop with your management team? Contact us to discuss the setup and customization for your specific situation.