The Revenue Whipsaw
Agencies that only sell custom projects swing between packed and empty months, while a repeatable diagnostic offer fills the gaps between builds.
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The mechanism
The chart tracks monthly income over about 18 months with two lines. The red line, custom-only, spikes and crashes, with big months followed by near-empty ones and no floor. The green dotted line, diagnostic-led, rides the same highs but its dips are shallower, so the low points fill in. A gold marker at month nine shows the two patterns holding apart. Custom work leaves nothing to carry the agency between projects, so a small repeatable offer smooths the valleys.
Part of Productization. How you package and price the work.