They teach you in business school that any venture worth doing needs to be scalable. You must at some point be able to get exponential returns from an existing set of assets in order to be successful. Rebelling against the so-called head-count model (additional sales require additional manpower), new design firms and marketing consultancies like MNML and Fuseproject are now increasingly doing equity-based deals that Anomaly made famous. Deals like these give agencies a financial stake in projects they undertake, allowing them to make real money throughout the life of a co-created product or service rather than just at the pre-launch. In this month’s issue of I.D., Mitch Pergola, Fuseproject’s business strategist (more firms may need one of these in the future), describes the process:

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