It also means having convos about burn rates instead of the work itself. And I don’t know a single client keen on burn rate chats.
The bottom line is agencies and clients all got into this business for the same reason: to make great work that works.
The moment our business equates value with rates and hours vs. value as output, clients and agencies risk a much greater price including industrywide burnout, talent drains and ever-shortening and more tumultuous client-agency relationships.
So let’s focus on what matters: the work on the page. Not the work reduced to a spreadsheet.
