About this episode

This episode features a compilation of conversations with leaders discussing the evolution of agency value in response to market pressures.

In this special compilation episode, Brent revisits three powerful conversations with leaders who have fundamentally reimagined how agencies price, position, and deliver value. As AI accelerates productivity, procurement squeezes margins, and time-based billing becomes increasingly commoditized, one thing is clear: the traditional agency model is under pressure. The firms that redefine themselves as performance partners, not effort vendors, are pulling ahead. From valuation strategy to operational reinvention, this episode explores what it really takes to make the shift from selling hours to selling impact. In this episode, you’ll hear: Caroline Johnson, the Co-Founder of The Business Model Company discussing why selling time suppresses valuation — and how business model design can double or even triple firm multiples. (Ep. 63) Patricia Rothenberg, Global COO and General Counsel of renowned creative agency 72andSunny shares how they were able to eliminate individual timesheets and train teams to sell value instead of labor. (Ep. 94) Michael Farmer, Author of Madison Avenue Manslaughter and Madison Avenue Makeover - and the leader of Management consulting firm Farmer & Company…

People in this episode

Host: Brent

Guests: Caroline Johnson, Patricia Rothenberg, Michael Farmer

Topics covered

• agency value
• pricing strategy
• operational reinvention
• AI impact
• performance partnership
• valuation strategy

Keywords

• agency model
• value-based pricing
• productivity
• procurement
• time-based billing
• impact selling
• business model design

Mentioned in this episode

Organizations: The Business Model Company, 72andSunny, Farmer & Company

Books & works: Madison Avenue Manslaughter, Madison Avenue Makeover

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• Ep. 113 - Operationalizing AI in Consulting: Governance, Talent Shifts & the Move to Outcome-Based Pricing w/Tom Rodenhauser · March 5, 2026 · 32 min
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