We pay for inputs, then wonder why we only get inputs.

Most agency commercial terms still reward hours, scopes and activity, so that is what the system produces, however good the people inside it are. In this extract from my conversation with Darren Woolley, I make the case for paying for better decisions instead: align the incentive with the outcome, and investment follows the decision rather than the input list.

Reward the decision, not the hours.

You cannot cut your way to growth.

Listen to the extract

The full conversation

Paul Roebuck in conversation with Darren Woolley on TrinityP3’s Managing Marketing podcast.

Listen to the full episode