Pricing on Purpose: Creating and Capturing Value
About the Author.
1. Why Is Movie Theater Popcorn So Expensive?
2. Why Are We in Business?
3. Mind Over Matter.
4. The Old Business Equation.
5. The New Business Equation.
6. Ninety-Nine-Cent Pricing, Engagement Rings, and the Assumption of Rationality.
7. The Invisible Hand: No One Person Knows How to Make a Pencil.
8. ATale of Two Theories.
9. Cost-Plus Pricing’s Epitaph.
10. The Wrong Mistakes.
11. Price-Led Costing Replaces Cost Accounting.
12. What and How People Buy.
13. The Value Proposition.
14. The Consumer Surplus and Price Discrimination.
15. Customer Segmentation Strategies.
16. Price Discrimination in Practice.
17. There Is No Such Thing as a Commodity.
18. Baker’s Law: Bad Customers Drive Out Good Customers.
19. Ethics, Fairness, and Pricing.
20. Antitrust Law.
21. Who Is in Charge of Value?
22. Pricing on Purpose: Getting Paid for the Value Your Company Creates.
As a frequent speaker, writer, and educator, his work takes him around the world. He has been an instructor with the California CPA Education Foundation since 1995 and has authored ten courses for them: How to Build a Successful Practice with Total Quality Service; The Shift From Hourly Billing to Value Pricing; Value Pricing Graduate Seminar; You Are What You Charge For: Success in Today’s Emerging Experience Economy (with Daniel Morris); Alternatives to the Federal Income Tax; Trashing the Timesheet: A Declaration of Independence; Everyday Economics; The Firm of the Future; Everyday Ethics: Doing Well by Doing Good; and The New Business Equation for Industry Executives.
He is the author of the best-selling marketing book ever written specifically for professional service firms, Professional’s Guide to Value Pricing (seventh edition), published by CCH, Incorporated. He also wrote Burying the Billable Hour, Trashing the Timesheet, and You Are Your Customer List, published by the Association of Chartered Certified Accountants in the United Kingdom. His prior book, The Firm of the Future: A Guide for Accountants, Lawyers, and Other Professional Services, co-authored with Paul Dunn, was published in April 2003 by John Wiley & Sons, Inc.
Ron has toured the world, spreading his value-pricing message to over 70,000 businesspeople. He has been appointed to the American Institute of Certified Public Accountant’s Group of One Hundred, a think tank of leaders to address the future of the profession, named on Accounting Today’s 2001, 2002, 2003, 2004, and 2005 Top 100 Most Influential People in the profession, and received the 2003 Award for Instructor Excellence from the California CPA Education Foundation.
He graduated in 1984 from San Francisco State University with a Bachelor of Science in accounting and a minor in economics. He is a graduate of Disney University and Cato University. He is a member of the Professional Pricing Society and presently resides in Petaluma, California.
- Focuses exclusively on the art of pricing, and emphasizes the value to the customer.
- Discusses topics such as what and how people buy, the value proposition, the fallacy of commodity thinking, and the labor versus the subjective theories of value
- Includes examples of the 5 Cs of value (comprehend, create, communicate, convince, and capture),
- Includes real-life examples from a multitude of industries and well-known entrepreneurs.