I’ve built businesses by betting on results, not rates. That’s why fee debates often feel like the wrong fight. We should be talking about outcomes. If I drive the numbers you need, the cost conversation turns into a distraction from the real goal: growth.
My take is simple: value beats price—every time. If someone can hit your targets, you don’t nickel-and-dime them. You give them the room to perform and you hold them to it. If they miss, you cut them loose. That clarity builds winning teams.
The Only Question That Matters: Did We Win?
Results justify the investment. That’s the lens I use to make decisions and the standard I hold myself to. I care less about line items and more about impact. If I’m confident I’ll deliver, I want to be judged on that. Not on whether my fee makes someone flinch.
“Understand the value you’re creating. Why are you talking about my fee right now? If I don’t perform—if I don’t hit that 400—fire me.”
That’s not bravado. It’s alignment. Tie the relationship to the scoreboard everyone already watches. Revenue. Profit. Customer growth. If we win there, the rest is noise.
Business leaders love to optimize costs. I get it. I also watch many of them step over dollars to pick up pennies. They’ll stall for weeks to shave a few thousand off a deal that could generate hundreds of thousands. That’s not discipline. That’s false savings.
“If I can hit your numbers, you’re gonna make a decision over a few thousand bucks when we’re talking about hundreds of thousands?”
What Value-First Deals Look Like
Here’s how I approach it. Keep it measurable. Keep it accountable. Keep it fast.
- Define the exact outcome: revenue target, CAC, LTV, or a clear growth KPI.
- Set a time frame that’s realistic and tight enough to focus execution.
- Agree on the data source so there’s no debate later.
- Align upside and downside: performance bonuses and the right to walk.
- Decide now how you’ll respond to overperformance and underperformance.
These steps cut out the fluff. They also reduce risk for both sides. You’re not hoping the partnership works—you’re measuring it in real time.
But What About Price Discipline?
There’s a place for it. Budgets matter. Margins matter. Still, price discipline without outcome discipline is lazy. It’s easier to slash fees than to set targets and manage performance. Leaders who do the hard work of setting real goals tend to win more often and faster.
I’ve seen the other side too. Teams bring in the cheapest option, then spend months patching holes and explaining missed targets. That “savings” becomes a tax on momentum. Meanwhile, the market doesn’t wait.
My Rule: Performance or Part Ways
I don’t want a long debate about day rates or retainer hours. I want to put my work on the line. If we agree on the number—say, hitting 400 of something that matters—and I miss it, let me go. No hard feelings. That pressure sharpens execution and protects your business.
“You can’t afford to have me—unless I’m worth more than I cost.”
That’s the real equation. If the value far exceeds the fee, you can’t afford not to move. If it doesn’t, don’t sign. It’s that clear.
Why This Matters Now
Cash is tighter. Attention is scarce. The cost of delay is higher than the cost of making a bold, measured bet. Teams that anchor on outcomes move faster, attract better talent, and course-correct sooner. They build a culture of winning instead of a culture of committee meetings.
So stop asking, “Can we get this for less?” Start asking, “What would make this worth 10x?” Then design the deal around that answer.
Call to Action
Set one clear growth target for your next partnership. Tie compensation to that target. Put a 90-day review in writing. If the target is missed, walk. If it’s hit, double down. That’s how you protect your downside and magnify your upside.
The market rewards courage with accountability. Pick outcomes over optics. Price won’t win you the game—performance will.
Frequently Asked Questions
Q: How do I choose the right outcome to measure?
Pick the metric that best predicts durable growth—revenue, qualified pipeline, CAC, LTV, or retention. Keep it singular and specific to reduce debate and speed action.
Q: What if a partner refuses performance-based terms?
Ask why. If they lack confidence, move on. If structural limits exist, blend a base fee with clear performance bonuses and a 60–90 day checkpoint.
Q: How do I protect against inflated promises?
Require baseline data, agree on the source of truth, and set thresholds. Tie payment triggers to verified results, not self-reported wins.
Q: Isn’t cheapest safer when budgets are tight?
Only if outcomes are equal. If a higher-priced option reliably hits numbers, the “cheap” path often costs more through delays and missed targets.
Q: What timeline works for performance checkpoints?
Use 30-day activity reviews and 60–90 day outcome reviews. That cadence balances learning time with real accountability.
