
Episode #167
E166: Why Charging Using Timesheets Kills Innovation and Value, with Ron Baker
<p> </p> <p>Alexis Kingsbury interviews Ron Baker, author and founder of VeraSage Institute, about why tracking time and billing by the hour harms professional services firms by distorting behavior, reducing margins, and undermining innovation.</p> <p>Ron explains the “transformation economy” as a shift beyond services and experiences toward guiding clients from a current state to a desired future identity. He argues firms should market and price around transformation rather than tasks.</p> <p>He describes how subscription models change pricing, KPIs, and financial thinking toward lifetime value, recurring revenue, and churn. He says the biggest barrier is unlearning cost...

