2Bobs—with David C. Baker and Blair Enns

A lively look at why billing by the hour may not survive AI-driven productivity gains. They explore alternatives like productized services, subscription and value-based pricing. Practical tactics for converting clients away from timekeeping get discussed, plus predictions for which firms will adapt and which will stay stuck in old models.

David C. Baker, seasoned consultant and author on agency strategy, shares what he would build into a new creative firm. He discusses all-remote operations with city anchoring, non-equal ownership and paid advisory boards. He outlines tight leadership meetings, productized modules over hourly billing, transparent pay and financials, selective client limits, and performance-based fees.

A lively dive into pricing tactics, distinguishing decoy pricing from price anchoring and why they get confused. They use a movie popcorn example and an economist’s study to show how choices shift. The conversation explores ethics, emotional reactions to manipulation, and when each tactic is appropriate for services versus productized offerings.

A discussion about how entrepreneurial leaders often run agencies with central planning instincts that stifle market signals. They explore a fire-and-box metaphor for balancing freedom and boundaries. Practical principles are offered for setting culture, pushing decisions down, and hiring people who can be ignited and trusted.

Conversation about using cold-plunge metaphors and daily cold exposure to build resilience for surprising sales moments. Breathwork and controlled pauses are discussed as tools to calm fight-or-flight reactions. Improv techniques and practicing unpredictability are highlighted as ways to prepare for derailments and reclaim composure during high-pressure conversations.

Entrepreneurs often find their success makes them unemployable. David shares why these individuals resist traditional jobs and prefer the freedom of ownership. Unlimited earning potential and the desire to fix their own mistakes fuel this mindset. They discuss how entrepreneurship becomes not just a career but a core identity. The hosts also highlight the importance of mentorship for entrepreneurial employees and the balance required between generalist visions and specialist skills.

David and Blair dive into the fallacy of viewing businesses as mere machines. They discuss why mechanistic thinking is prevalent and its limitations, especially in complex organizations. The conversation shifts to how individual agency and culture shape unpredictable outcomes. Blair raises concerns about AI's overconfidence in predictions, linking it back to this flawed thinking. The duo also warns against prioritizing efficiency over adaptability, urging a more nuanced approach to managing firms in a world that thrives on complexity.

This discussion highlights the pitfalls of agencies claiming specialness in universally accepted virtues. Using humor and relatable examples, they argue that generic positioning fails to differentiate. Real-world marketing claims are dissected, revealing their emptiness. The hosts emphasize the importance of unique expertise over common strengths in attracting clients. They suggest an interesting method to test value propositions by calling competitors. This entertaining banter inspires listeners to rethink their messaging and discover what truly sets them apart.

Are your prospects going silent after proposals? Discover the rising trend of client ghosting linked to economic uncertainty. Learn how to define ghosting and recognize the right buying signals. Blair shares effective tools to tackle this issue, including a strategic email to prompt responses and methods for tracking 'no decision' losses. Find out how to qualify prospects more effectively and avoid wasting time on early-stage interest. Uncover the secrets to turning silence into opportunity!

The discussion dives into the disappearing moats of the creative industry, exploring lost revenue areas like desktop publishing. With the internet reshaping client relationships, the duo critiques AI's potential disruption and corporate risks faced by agencies. They advocate for aligning with clients, leveraging data for decision-making, and embracing roles that simplify complexities. Emphasizing the importance of trust and agility, they challenge agencies to rethink growth strategies while fostering human connections amidst technological advancements.