When the offer was the problem.
Eight case studies from B2B services firms, each stuck selling capability instead of an outcome. Here is what changed when the offer became something a stranger could understand and buy.
From past consulting engagements. Each firm is anonymised at the client's request.
From "We Do Everything" to One Campaign a Stranger Could Buy
Referral-dependent, sells scattered services, no productised entry point
Advertising / Outdoor Media
Read the caseOut of the Editing-Rate Trap
Commoditised as "just a video editor"; vague ICP collapses price
Corporate Video / Film Production
Read the caseBreaking the Feast-and-Famine Cycle
Project feast-and-famine; founder is the only seller; no repeatable pipeline
Branding / Creative Agency
Read the caseFrom "Communication Skills" to "Speak Like a Leader"
Generic "communication skills" training is a commodity HR struggles to fund
Corporate Training / Communication Skills
Read the caseA Law Firm That Could Finally Be Bought, Not Just Referred
Pure referral dependence; no productised offer; partner-bound selling
Legal Services (boutique commercial law firm)
Read the caseFrom Generic Growth Consultant to Family-Business Succession Specialist
Generic "business growth consultant" is undifferentiated and hard to sell
Business Consulting / Advisory
Read the caseThe Branding Agency With No Brand of Its Own
Brand experts with no brand of their own; judged on aesthetics and price
Branding / Design Agency
Read the caseFrom a Few Big Clients to Many Small Ones
Dependent on a few large clients; built to fulfil briefs, not own outcomes
Advertising Creative / Performance Agency
Read the caseIs your offer the problem?
Tell me what's going on with your sales. I'll tell you honestly if I can help, and where I'd start.
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