November 17, 2025

442: Selling the VALUE of Your Teaching with Jonathan Kuuskoski

57 minutes

Let’s face it. Talking about pricing can be uncomfortable. That’s why I was to have a chat with Jonathan Kuuskoski, Director of the EXCEL Lab at the University of Michigan, to explore how music teachers can confidently communicate the real value of what they offer. We talked about teaching identities, emotional labor, storytelling, and how to shift conversations with families away from “cost” and toward “transformation.” If you’ve ever felt uneasy about pricing your lessons or explaining your worth, this episode will give you the mindset and the words to make it easier.

Jonathan shared a brief overview of his background as the Director of the EXCEL Lab at the University of Michigan.
He explained why musicians often struggle with pricing.
How building confidence and articulating value are key steps toward charging appropriately.
The importance of defining a core philosophy or teaching identity was emphasized.
Why teachers should talk less about cost and more about transformation.
Jonathan encouraged teachers to shift the conversation from “how much” to “what’s possible.”
The benefits of customizing your pitch based on the needs of your ideal clients were discussed.
How storytelling helps students and parents understand the real value of music education.
How EXCEL at the University of Michigan prepares students for creative careers through coaching.
The difference between transactional teaching and building long-term trust.
How teachers can present their programs like a unique learning journey, not just a set of lessons.
He encouraged educators to reflect on their own success stories as part of their value proposition.
The importance of embracing an entrepreneurial mindset in the arts was emphasized.
Tips on how teachers can build confidence in pricing and communication.

Links Mentioned

Jonathan's LinkedIn page
University of Michigan - School of Music Theater and Dance
University of Michigan - School of Music Theater and Dance Excel Lab

Today’s Guest

Jonathan Kuuskoski is Chair of the Department of Entrepreneurship and Leadership and Director of the EXCEL Lab and at University of Michigan School of Music, Theatre & Dance, where he leads their comprehensive entrepreneurship, leadership, management and career development programming. Since 2015, EXCEL has helped launch hundreds of student-led arts projects, while incubating dozens of student ventures and delivering personalized training resources to thousands of aspiring performing arts professionals. To-date, the department has delivered more than $1 million in direct student support funding.

Jonathan has presented his work widely, including at the Peabody Institute (Johns Hopkins), Yale University, the Bolz Center for Arts Administration (Wisconsin School of Business), New World Symphony, the University of Music and Performing Arts, Vienna (mdw), and the Jāzeps Vītols Latvian Academy of Music. He has provided commentary on a number of music sector issues for CNN, Forbes, and Inc.com, and his work in the arts entrepreneurship and leadership space has been profiled by CNBC, Crain’s Detroit Business, Symphony Magazine, and other news outlets. His recent publication, “Narrowing the Gap: Implications of Arts Business Training on Artist Labor Market Outcomes” (co-authored with Dr. Christos Makridis, Artivate, Vol. 12), examines the impact of business training on artists’ earnings using U.S. Census Bureau data.

Today’s Sponsor

Opus1 helps music school owners run their schools with ease, confidence, and connection. Created by fellow school owners, our all-in-one platform brings scheduling, billing, communications, and marketing together under one roof. By simplifying admin tasks and improving family engagement, Opus1 empowers music school owners to grow an average of 40% in just 18 months. Join a growing community of schools building stronger businesses — and stronger music programs — with Opus1.

Book a Demo of Opus1 here.

Thank you for tuning in!

Consider implementing the ideas from this podcast by writing several actionable steps for your teaching practice if it’s inspired you.

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By Tim Topham

4.8

129129 ratings

November 17, 2025

442: Selling the VALUE of Your Teaching with Jonathan Kuuskoski

57 minutes

Jonathan shared a brief overview of his background as the Director of the EXCEL Lab at the University of Michigan.
He explained why musicians often struggle with pricing.
How building confidence and articulating value are key steps toward charging appropriately.
The importance of defining a core philosophy or teaching identity was emphasized.
Why teachers should talk less about cost and more about transformation.
Jonathan encouraged teachers to shift the conversation from “how much” to “what’s possible.”
The benefits of customizing your pitch based on the needs of your ideal clients were discussed.
How storytelling helps students and parents understand the real value of music education.
How EXCEL at the University of Michigan prepares students for creative careers through coaching.
The difference between transactional teaching and building long-term trust.
How teachers can present their programs like a unique learning journey, not just a set of lessons.
He encouraged educators to reflect on their own success stories as part of their value proposition.
The importance of embracing an entrepreneurial mindset in the arts was emphasized.
Tips on how teachers can build confidence in pricing and communication.

Links Mentioned