The Modern CPA Success Show People You Should Know: Ron Baker
Still pricing by the hour? You are limiting your cash flow.
Ron Baker, founder of VeraSage Institute and co-founder of THRESHOLD, talks about why the billable hour fails business owners and what to do instead. You’ll hear why pricing is a core skill, why mindset blocks change, and why most firms stay stuck even when better models exist.
Learn how fixed pricing removes surprises and builds trust. Offering options increases revenue and strengthens decision-making. You’ll also see how AI is reducing billable work and forcing businesses to rethink how they charge.
This episode gives you a clear shift in thinking. Tune in to People You Should Know: Ron Baker and challenge the way you price before it limits your growth.
Episode resources:
● Website: https://anderscpa.com/
● If you have questions or would like to be a guest on the show, email us at mcpasuccessshow@anderscpa.com
● Check out the Virtual CFO Playbook Course:
https://anderscpa.com/virtual-cfo-services/vcfo-playbook/
Quotes
- Ron Baker: "The billable hour creates a poor customer experience. Clients don’t want surprises, they want clarity upfront."
- Tom Wadelton: "If we rethink pricing and value, the entire profession could look completely different in a short time."
- Adam Hale: "Value-based pricing is a mindset shift. Once firms embrace it, everything from growth to client relationships improves."
- Jody Grunden: "Moving away from hourly billing forced a complete rethink of how services are packaged."
Ron Baker is the founder of VeraSage Institute and co-founder of THRESHOLD. A globally recognized thought leader in value pricing, business model innovation, and the future of professional firms. As the host of The Soul of Enterprise and author of multiple influential books, Ron has spent decades challenging the status quo, especially the reliance on billable hours.
LI: https://www.linkedin.com/in/ronbaker1/
Connect with THRESHOLD:
LI: https://www.linkedin.com/company/thresholdnow/
The Modern CPA Success Show is the go-to podcast for accounting firm owners eager to enhance profitability and master Virtual CFO services. This podcast leverages combined expertise in delivering top-tier Virtual CFO services across North America.
Website: https://www.buzzsprout.com/2458888
Facebook: https://www.facebook.com/AndersCPA
LinkedIn: https://www.linkedin.com/company/anders-cpa/
Instagram: https://www.instagram.com/anderscpa/
YouTube: https://www.youtube.com/@andersvcfo
Tom Wadelton is a Virtual CFO at Anders, bringing over 20 years of financial expertise from his tenure at a Fortune 500 company. He has extensive experience spanning financial management, accounting operations, and information technology integration. Tom specializes in delivering strategic Virtual CFO services, helping businesses optimize their financial performance through advanced accounting solutions.