Implementing Value Pricing: A Radical Business Model for Professional Firms

Acknowledgments

Someone once wrote that acknowledgments are the equivalent of tipping, but with Monopoly money. I hope those mentioned herein forgive my frugality—but I give my deepest and profound thanks to the following individuals.

Too many economists to mention taught me price theory, in which this book is grounded. The most significant are David Friedman, Steven Landsburg, Deirdre McCloskey, and Mark Skousen. I thank them all for their wisdom.

George Gilder is the most profound thinker I have ever encountered, and his insights of how an economy creates wealth permeate this book. Every century needs an Adam Smith, and Gilder is ours for the twentieth and twenty-first.

The late Peter Drucker deserves special thanks for always focusing on doing the right things, why an organization exists, and knowledge workers, all the while teaching me that business is really a branch of the humanities because you have to deal with real people, not efficient machines.

My mentor Reed Holden continues to teach me pricing skills, and much else. Thank you, Reed, for always supporting my work.

Another mentor is Sheila Kessler, who has imparted much wisdom to me over the years in a calming, yet insightful, manner. Thank you for everything Sheila.

Tom Finneran of the 4A’s has been an indefatigable supporter of our work, as well as having the patience to teach a neophyte about the advertising world. His gracious permission to publish the 4A’s Compensation Dialogue Process will greatly assist any advertising ...