Brennan Dunn on Discovery Projects and Profitability

Gray MacKenzie interviews Brennan Dunn, founder of Double Your Freelancing and one of the most well-known voices in the freelancing and agency world. Brennan’s journey is unconventional - he dropped out of college, freelanced as a web designer, built and sold a successful 11-person agency, started a SaaS business, and now runs a lifestyle business focused on helping freelancers and agency owners become more profitable.

The Case for Paid Discovery

The central theme of this episode is the power of paid discovery projects as a growth strategy. Rather than giving away strategic thinking for free during the sales process, Brennan advocates charging for discovery work. This approach serves multiple purposes - it qualifies prospects who are serious about investing in solutions, it creates immediate revenue, and it builds trust before larger commitments.

When a prospect pays for a discovery engagement, they demonstrate financial commitment and genuine interest. The agency gets compensated for their strategic expertise, and the client walks away with a tangible deliverable that provides value regardless of whether they continue into a larger engagement.

Building Profitability Through Positioning

Brennan also discusses broader profitability strategies, including the concept behind his well-known “Double Your Freelancing Rate” course. The core principle is that most service providers undercharge because they focus on cost-based rather than value-based pricing. By reframing conversations around the outcomes and business impact of the work, agencies can command higher fees while delivering more perceived value to clients.