Packaging.
The designer that gets paid by the hour claims they can solve any problem, one hour at a time. (I still haven't met any that can.)
I started a creative agency a few years back that would take on any type of creative work.
We *responded* to demand, no process, no compounding learning we could apply. We guessed time and materials and prayed it resolved itself before we blew the budget.
We *create* demand, if you have trouble articulating your value proposition and you like our style, here are the deliverables, cut us a check if you're keen.
A hammer without a purpose just makes a mess.
If you can't articulate what you do as a solution to a very specific problem, your resources (time, energy, money) evaporate quickly.