If you are perceived as just a cog delivering software patches, you've already lost. If you're presenting business proposals and designs, you've already provide

If you are perceived as just a cog delivering software patches, you've already lost. If you're presenting business proposals and designs, you've already provided research, analysis and business cases. Often this is alot of extra unrewarded work. Though, if a vendor has proven themselves already, they're in position to ask for billable time for more different types of roles. This upfront work is an investment in own business and can be used to attract other clients, but sure, most of it goes down the toilet unless a good outlet is found for all that creative work. A bigger consultancy can have many people cooperating on such work in order to add that extra value to hiring companies.