Episode 31:

Ron Baker is the founder of VeraSage Institute, a leading think tank dedicated to educating professionals internationally, and a radio talk-show host called The Soul of Enterprise: Business in the Knowledge Economy. Ron is the author of seven best-selling books, including “The Firm of the Future,” “Pricing on Purpose,” and “The Soul of Enterprise: Dialogues on Business in the Knowledge Economy,” co-authored with Ed Kless.







What you’ll learn about in this episode:

  • Why Ron believes that the billable hour and the timesheet need to go
  • Value pricing: the differences between different pricing plans
  • Ways to add in additional value that isn’t more “stuff”
  • How to start a value conversation
  • The typical agency objections of value pricing and why they’re false
  • How to succeed at the transition to value pricing
  • Other kinds of mistakes agencies make when shifting towards value pricing
  • The major benefits for focusing on value and the customer
  • Action steps that agencies can take when deciding whether or not to utilize value pricing


The Golden Nugget:

“Value is subjective. Price the customer, not the product or service.” – @ronaldbaker Click To Tweet
“It’s insane to believe that any business is better than no business.” – @ronaldbaker Click To Tweet
“Growth for the sake of growth is not the ideology of a profitable business.” – @ronaldbaker Click To Tweet

Click to tweet: Ron Baker shares the inside knowledge needed to run an agency on Build a Better Agency!


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