Decision record · Illustrative
Halvard Studio
Sector
Design consultancy
Company size
35 people
Length
2 weeks
Situation
Prospects praised the portfolio, then hired someone cheaper. The founders assumed price was the problem.
What we found
Buyers couldn't connect the studio's work to an outcome they cared about, so they compared on hours.
The decision
Narrow to two industries and price each project on the business outcome, not the time spent.
Illustrative example. Names and details are fictional.
Context
Halvard is a well-regarded studio that kept reaching the final round and losing.
What lost prospects said
In eight conversations with lost and won clients, the same pattern came up. People loved the work but couldn't say what it would change for their business.
What we found
The studio described itself by craft. Its buyers were judging by commercial outcome. Without that link, the only comparison left was the hourly rate.
The decision
Focus on two industries where the studio had real results, and rewrite proposals around the outcome each project was meant to achieve.
What changed
The website and proposals were rewritten around two industries
Hourly estimates were removed from proposals
The founders now qualify leads with three outcome questions
