You’re Reading the Signals Wrong

He thought his UX agency was broken. Two and a half years in, the business should have had momentum. Instead, selling and winning each project felt harder than the last. His conclusion: UX, with all its nuances and complexity, is just a hard business to scale. Maybe it was time to try something else. I had a different read. We walked through an old project: UX improvements to a product demo for a SaaS company. After the work was done, the client raved about how much more their prospects loved the new demo. The agency owner took it as a great compliment and moved on. We made some guesses and did some Googling and AI searches around how many average demos companies like this do, their typical close rate, and the kind of impact UX work can typically have. At their product price, we extrapolated that the work could have created an additional $720K of revenue for the client. I asked how much he charged for the project. $4K. I typically recommend pricing your projects at around 10% of the…