Price the decision, not just the work

Most projects don't stall on the work. They stall on a decision no one priced. We changed how we scope so the decision is part of the job.

The number nobody writes down

Every agency prices the work. Very few price the decision. The decision is the part where a founder has to choose a direction with incomplete information and live with it, and it's the part most likely to stall a project.

We started pricing that explicitly. Not as a line item, but as a phase with its own deliverable: a written recommendation, one page, that the founder can forward.

What changed

Projects got shorter. Not because we did less, but because the thing that used to take three weeks of back and forth now takes one document and one call.

Projects got shorter. Not because we did less, but because the decision stopped being an afterthought.

Anthony Ferrara

Anthony Ferrara

Anthony founded Oxy and still runs it like a design studio first. He writes about agency operations, pricing the work honestly, and what founders actually need from a creative partner.