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The agency value ladder

Previously we looked at why clients need agencies. Here we're going to look at what value clients seek to buy from agencies, and therefore how agencies can focus their offering.

Whatever type of agency you are, in whatever sector, clients essentially seek to buy services from you at one or more of these four levels:

A ladder diagram represented with four rungs, from bottom to top: Capacity, Capability, Creativity, Clarity. An arrow shows value increasing up the ladder. Another arrow shows gravity pulling agencies to the bottom of the ladder.

The value of the services to the client (and therefore the price and margin the agency can command) increases with each step up the ladder.

But the force of gravity naturally pulls agencies down the ladder, which we’ll look at below.

The four levels of agency value

In exploring these four areas, we’ll start at the bottom, and work up.

Capacity

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On this page

  1. The four levels of agency value
    1. Capacity
    2. Capability
    3. Creativity
    4. Clarity
  2. The Agency Value Ladder
    1. Gravity will naturally pull you down the ladder
    2. Do-ers or thinkers
    3. Which rung of the ladder are you?