Ron Baker, founder of the VeraSage Institute and author of Implementing Value Pricing, calls hourly billing “the cancer of professional services.” Blair Enns, author of Pricing Creativity, states, “When you sell your time, you are selling the wrong thing. Clients buy outcomes.” Hourly billing is not only outdated. It is malpractice. This is a deep dive, defining the issue and providing the solution - Value Based Pricing.