The services that companies and brands most need to "buy" are all the ones they are structured most poorly to be able to select, pay for and manage. I have no idea how we change this. Instead Agencies and Consultancies focus on the deliverables that are easiest for Clients to buy......which by definition have limited and tightly defined scope, many similar case studies, one clear stakeholder/ "buyer", have reduced risk and are templated. The issue is that these projects will never achieve that much as a result. You buy the "hacking session", the "5 day sprint", the "Prototype and 10 slide deck" and nothing ever comes of it. You need to buy the holistic business transformation, the customer centric service overhaul, the company wide data strategy, the new product to make, but these things are impossible to sell or buy. …see more