From Value Pricing to Pricing Value

CHAPTER 14

Creating Good Pricing Habits and Mindsets

It is really tempting to think of Pricing Value as a methodology that you simply learn and then “implement” in your firm. After all, there are a set of rules and sequential steps—as an accountant it seems perfectly logical to just expect to follow them to your desired result. It’s what you have done in the past. You learned new skills or knowledge and you put them to use in your practice almost immediately.

The only problem with such a plan, as it pertains to this new beast called Pricing Value, is that it is overly simplistic and naïve.

It ignores the monumental impact of all the bad habits, inefficient ­systems, negative beliefs, lagging indicators, and mindset that you brought ...