Story · AK000281

The "Skin in the Game" Idea Has a Hidden Assumption Nobody's Checking

Brands need to show results in dollars or watch their share erode, that part isn't in dispute. The harder truth is that "just make every partner price on outcomes" assumes every partner has an outcome it can honestly claim credit for. Some genuinely do, and they're already using that clarity to get closer to the client than the agency sitting between them.

Last updated 02/11/2026