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.

Website:

If you want cash flow freedom, you cannot separate money from leadership. Your revenue, team performance, pricing power, and long-term stability all reflect how you lead. Scotty Scarano, Rapping Custodian at Accounting High, shares how he is reshaping how people view accounting, financial literacy, and career development.

Listen to how to Build Cash Flow Freedom Through Leadership.

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

• Scotty Scarano: "If you want predictable cash flow, you have to lead your team in a way that aligns performance with financial outcomes."
• Tom Wadelton: "Cash flow problems are often leadership problems in disguise—structure and communication usually fix what spreadsheets alone cannot."
• Adam Hale: "When leaders focus on discipline in pricing, collections, and accountability, cash flow becomes more predictable and less stressful."

Scotty Scarano is the Rapping Custodian of Accounting High. After scaling his firm from six figures to over half a million in revenue, he turned his focus to leadership, growth, and helping firm owners build cash flow freedom.

LI: https://www.linkedin.com/in/scottscarano/

X: https://x.com/scottscarano

Connect with Accounting High:

Website: https://www.accountinghigh.com/

LI: https://www.linkedin.com/company/accounting-high/

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.

Website: https://anderscpa.com/about/your-anders-team/#thomas-d-wadelton

LinkedIn: https://www.linkedin.com/in/tomwadelton/

Adam Hale, CPA, is a Partner and Virtual CFO Practice Leader at Anders, dedicated to transforming traditional accounting practices through innovative Virtual CFO services. With over 20 years in public accounting, Adam has been instrumental in the ideation and development of CPA training courses.

Website: https://anderscpa.com/about/your-anders-team/#adam-hale

LinkedIn: https://www.linkedin.com/in/adamhalecpa/

You can’t afford to plan your finances based on how things used to work. Cash flow pressure, pricing changes, technology shifts, and new reporting demands are forcing business owners to think ahead instead of reacting late.

Daniel Hood, Editor in Chief of Accounting Today, on where business finance is heading and what small business owners should prepare for now. You learn how advisory services, value-based pricing, AI, staffing changes, and long-term financial planning affect your cash flow and decision-making. You hear why waiting is risky, why compliance alone is not enough, and how preparing early gives you control instead of surprises. Get the clarity you need to prepare your business finances for what’s next. Tune in to the full episode of Preparing Your Business Finances for What’s Next with Daniel Hood.

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

• Daniel Hood: "Value-based pricing and advisory services are closer-term priorities for firms. Many should have started preparing for them already."
• Tom Wadelton: "Sustainability reporting moved forward without finance even realizing it, proving that if accountants don’t lead emerging financial areas, others will step in."
• Adam Hale: "Audit often feels left out of value-based pricing conversations because it’s still framed as task-based compliance work."

Daniel Hood is the Editor-in-Chief of Accounting Today, where he has spent over a decade covering the forces shaping the accounting profession. With more than 25 years reporting on public accounting, Daniel offers a clear-eyed view of how firms can prepare their businesses and finances for what’s next. He brings deep insight into emerging trends like advisory services, technology, talent, and long-term firm strategy. Known for translating complex industry shifts into practical perspective, Daniel helps firm leaders see around corners. His work keeps the profession focused on the future, not just compliance.

Website: https://www.accountingtoday.com/

FB: https://www.facebook.com/AccountingToday

LI: https://www.linkedin.com/in/daniel-hood-3494ab49/

X: https://x.com/AccountingToday

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