Ditching Hourly

By Jonathan StarkBusiness

Ditching Hourly episodes

September 16, 2025Diane Whiddon - Branding in the Age of AI
Brand strategist and founder of SwayRise Creative, Diane Whiddon, joined me on Ditching Hourly to talk about how adding a discrete - and legitimately useful - AI-based productized service to her branding business tapped into a longstanding demand in her client base.
Diane's Links
SwayRise Creative » https://swayrisecreative.com/
Content Creator Lab » https://aicontentcreatorlab.com
Chapters
(00:00) - Introduction and Guest Welcome
(00:34) - Diane's Background and Career Journey
(01:44) - Discovering Value Pricing and Meeting Jonathan
(03:44) - The Impactful Discovery Call
(07:18) - Focusing and Scaling the Business
(15:08) - Incorporating AI into Business
(19:16) - AI Photo Shoots and Branding
(33:33) - Ethical Considerations and Client Expectations
(34:57) - Technical Aspects of AI Image Creation
(37:02) - Using Image References and Editing Tools
(37:56) - Cost and Effort of Traditional Photo Shoots
(39:15) - AI Photo Shoots vs Traditional Photo Shoots
(41:36) - The Demand for AI in Business
(42:54) - Challenges and Opportunities with AI
(47:33) - The Importance of Adapting to AI
(51:53) - Leveraging AI for Business Success
(54:13) - The Future of AI in Various Industries
(01:10:30) - Final Thoughts and Resources

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Before you go!
The next time someone asks you for your hourly rate, I want you to stop what you're doing and head on over to valuepricingbootcamp.com to sign up for my free value pricing email course.
Hope to see you there!
1 hr 14 min
August 26, 2025Alastair McDermott - The AI Powered Thought Leader
Author, speaker, and human-first AI strategist, Alastair McDermott, joined me on Ditching Hourly to talk about his new book and how experts can use AI to enhance productivity, decision-making, and learning.
(00:00) - Introduction and Guest Welcome
(00:46) - Alistair's Background and Journey
(03:02) - The New Book: Use AI, Stay Human
(04:15) - AI as a Tool for Experts
(06:55) - Practical Applications of AI
(10:00) - Technical Deep Dive: AI in Writing
(16:58) - Organizing and Managing AI Outputs
(23:40) - Ideal Reader and Learning AI
(24:51) - Choosing Your AI Setup: DIY vs. Subscription
(25:20) - The Importance of AI Expertise
(27:16) - AI's Role in Business and Personal Productivity
(28:25) - Challenges and Limitations of AI
(30:59) - Effective Prompting Techniques
(32:20) - Using AI for Coaching and Workshops
(35:35) - Advanced AI Usage Tips
(40:46) - Practical AI Tools and Resources
(45:28) - Final Thoughts and Resources
AI Summary
In this episode of Ditching Hourly, Jonathan Stark interviews Alastair McDermott about his new book, 'Use AI Stay Human: A Survival Guide for Experts in the Age of AI.' They discuss Alastair's transition from a techie background to running his consulting business, Recognized Authority, and eventually rebranding to Human Spark.AI. The conversation dives into how AI can be used to enhance productivity, decision-making, and learning for subject matter experts. Alastair shares practical tips on setting up effective AI workflows, structuring prompts, and the importance of human judgment in leveraging AI for business purposes.
Alastair's Links
Book: https://www.amazon.com/Use-I-Stay-Human-Indispensable-ebook/dp/B0FDQSKZRF
Website: https://humanspark.ai/
LinkedIn: https://www.linkedin.com/in/alastairmcdermott/
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Before you go!
The next time someone asks you for your hourly rate, I want you to stop what you're doing and head on over to valuepricingbootcamp.com to sign up for my free value pricing email course.
Hope to see you there!
47 min
August 19, 2025Jessica Lackey - Stop Betting On Tactics
Author of Leaving The Casino, Jessica Lackey, joined me on Ditching Hourly to discuss the importance of understanding different business models, pricing strategies, and the concept of the 'zone of enoughness' in building a sustainable business.
(00:00) - Introduction and Guest Welcome
(00:09) - Jessica Lackey's Background and Career Journey
(01:05) - Introduction to Jessica's Book
(03:13) - The Casino Metaphor in Business
(04:28) - Frameworks and Types of Expertise-Based Businesses
(08:55) - Pricing Models and Strategies
(19:22) - The Zone of Enoughness
(30:46) - Transitioning Business Models
(31:21) - Financial Planning and Expectations
(32:30) - Balancing Flexibility and Income
(34:28) - Optimizing Delivery for Efficiency
(40:41) - Marketing Strategies for Delivery Businesses
(42:48) - The Importance of Direct Outreach
(51:03) - Building Authority Through Writing
(54:29) - Conclusion and Final Thoughts
Jessica's Bio
Jessica Lackey is the founder of Deeper Foundations, a consulting and training firm that helps expertise-based business owners grow and scale sustainable companies rooted in stronger business foundations. She brings a unique blend of corporate expertise and soulful business building, drawing on an MBA from Harvard Business School, a coaching certification from iPEC, and experience at McKinsey & Company and Nike, Inc. Jessica has supported over 200 entrepreneurs through her programs, blending systems thinking, operational rigor, and deep values alignment. She lives in Charlotte, North Carolina, with her husband.
Jessica's Links:
Website: https://www.deeperfoundations.com/
LinkedIn: https://www.linkedin.com/in/jessica-lackey/
Book: https://www.deeperfoundations.com/casino
Predictable Revenue Roadmap: https://predictablerevenueroadmap.com/
Instagram: https://www.instagram.com/jessicalackey_consulting/
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Before you go!
The next time someone asks you for your hourly rate, I want you to stop what you're doing and head on over to valuepricingbootcamp.com to sign up for my free value pricing email course.
Hope to see you there!
56 min
August 05, 2025 Robin Bonn - Market of One
Author Robin Bonn joined me on Ditching Hourly to discuss the importance of differentiation as described in his book Market of One.
About Robin

Robin Bonn is the CEO of Co:definery, one of the world's leading consultancies specialising in agency positioning. From renowned global networks to the world's top independents, he’s repositioned close to 150 agencies and coached dozens of senior leaders. He’s the author of Market of One, the host of The Immortal Life of Agencies podcast, and a columnist for Marketing Week.

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Before you go!
The next time someone asks you for your hourly rate, I want you to stop what you're doing and head on over to valuepricingbootcamp.com to sign up for my free value pricing email course.
Hope to see you there!
56 min
June 17, 2025Ed Kless - A Revelation for the Transformation Economy
Ed Kless joined me on Ditching Hourly to talk about what he and his Threshold co-founder Ron Baker think is the next big thing (spoiler alert: transformations).
Talking Points
The Concept of the Experience Economy
Progression of Economic Value
Transformations and Their Impact
Threshold: Guiding Transformations
Transitioning from Service to Transformation Economy
Skipping the Experience Stage
Charging for Transformation
Subscription Model as a Solution
Value-Based Pricing vs. Hourly Billing
The Revelation Document
The Concept of Moral Injury
And here's the link to the document we discussed on the show:
THRESHOLD - A REVELATION for the Transformation Economy
About Ed
Ed Kless believes entrepreneurs continue the work of creation and that business exists to promote human flourishing. To advance this vision, he cofounded THRESHOLD, where he guides professional leaders and teams through edifying transformation. Previously, Ed served as Sage’s senior director of partner development and strategy, hosted the Sage Thought Leadership Podcast, and designed curricula for Sage Partners and Customers. He also co-hosts The Soul of Enterprise with Ron Baker, his friend and fellow THRESHOLD co-founder.
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Before you go!
The next time someone asks you for your hourly rate, I want you to stop what you're doing and head on over to valuepricingbootcamp.com to sign up for my free value pricing email course.
Hope to see you there!
55 min
June 03, 2025Geraldine Carter - Melting The Pyramid
Geraldine Carter joined me on Ditching Hourly to give us a behind-the-scenes recap of what went into her pivot from selling one-time $9,500 mastermind programs to selling a $995/mo ongoing subscription model.
(00:00) - Introduction and Guest Welcome
(00:34) - Defining 'Melting the Pyramid'
(04:38) - Transitioning Business Models
(08:54) - Challenges and Key Changes
(14:00) - New Program Structure and Benefits
(24:41) - Launch Phase and Simplification
(27:52) - Navigating the Launch Transition
(28:36) - Managing High-Touch Programs
(29:33) - Prioritizing VIP Clients
(31:10) - Finalizing the Launch
(33:06) - Subscription Model Insights
(34:50) - Building the Community
(37:50) - Efficiency and Scalability
(42:46) - Handling Uncertainty and Risk
(50:04) - Adapting to Subscription Growth
(52:54) - Conclusion and Takeaways
Geraline's Bio
Geraldine Carter helps overworked CPAs create the accounting firm and the life they have always wanted.
Geraldine's Links
The website » https://geraldinecarter.com/
The podcast » https://www.businessstrategyforcpas.com/
The book » https://geraldinecarter.com/book
The community » https://geraldinecarter.com/peak-freedom
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Before you go!
The next time someone asks you for your hourly rate, I want you to stop what you're doing and head on over to valuepricingbootcamp.com to sign up for my free value pricing email course.
Hope to see you there!
54 min
May 20, 2025Craig Hewitt - The Current State and Potential Future of Podcasting
Craig Hewitt, founder of Castos, joined me on Ditching Hourly to discuss the current state and potential future of podcasting as a medium for building trust with your audience.
AI Summary
In this episode of Ditching Hourly, Jonathan Stark speaks with Craig Hewitt, founder of Castos, about the evolving landscape of podcasting. They discuss the shifting definitions and formats of podcasts, the importance of different content strategies, including private and hybrid podcasting, and the impact of new technologies like AI. Craig also shares insights on leveraging platforms such as YouTube and podcasting for trust-building and discovery, what makes podcasts unique in the AI era, and tips for solo business owners looking to optimize their content. The conversation is packed with actionable advice on how to effectively use podcasting to build authority and nurture audiences.
Chapters
(00:00) - Introduction and Guest Welcome
(01:14) - The Evolution of Podcasting
(02:24) - Private and Hybrid Podcasting Explained
(03:27) - The Role of Video in Podcasting
(05:21) - Discovery and Monetization Strategies
(06:44) - Business Models for Podcasters
(09:34) - Content Strategy and Audience Engagement
(16:14) - The Future of Podcasting and Platforms
(29:09) - Content Strategy and Funnel Optimization
(30:36) - The Power of Long-Form Audio
(31:46) - Podcasting for Authority Building
(34:24) - YouTube as a Discovery Platform
(34:48) - Shorts, Segments, and Long-Form Content
(51:18) - The Role of AI in Content Creation
(55:44) - Private and Hybrid Podcasting
(59:12) - Conclusion and Future of Podcasting
Craig’s Links
Castos » https://castos.com/
Craig’s Website » https://craighewitt.com/
Craig’s YouTube » https://www.youtube.com/@thecraighewitt
Craig’s LinkedIn » https://www.linkedin.com/in/craig-hewitt-78386a66/
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Before you go!
The next time someone asks you for your hourly rate, I want you to stop what you're doing and head on over to valuepricingbootcamp.com to sign up for my free value pricing email course.
Hope to see you there!
1 hr
May 06, 2025Jason Lengstorf - Navigating the Transformation of the Video Production Business
Jason Lengstorf, founder of Code TV, joined me on Ditching Hourly to share how he is successfully navigating the transformation of the video production business.
Jason's Links:
https://jason.energy/
https://codetv.dev/
AI Summary:
In this episode of Ditching Hourly, Jonathan Stark is joined by Jason Lengstorf, founder of Code TV, to explore the current landscape of the video production industry, especially within the tech sector. Jason shares insights into his career journey from being a web engineer to running a successful video production business for tech companies. The discussion delves into industry transitions, the significance of genuine community engagement, the crucial role of video in marketing campaigns, and strategies for delivering measurable ROI. Jason also offers practical advice for video production professionals on pricing their services, specializing in niches, and maintaining consistency to build a strong client base.
Chapters:
(00:00) - Introduction and Guest Welcome
(00:08) - Jason Langsdorf's Background
(00:47) - The State of the Video Production Industry
(02:52) - Strategic Video Production
(09:38) - Top of Funnel Growth Strategies
(16:26) - Jason's Approach to Video Production
(23:47) - Specialization and Niche Market
(28:44) - Measuring Campaign Effectiveness
(29:37) - The Importance of Patience and Follow-Through
(30:13) - Qualitative Metrics and Social Listening
(30:36) - The Value of Organic Mentions
(31:14) - Case Study: Microsoft's Image Transformation
(33:54) - Challenges in Sales Processes
(39:34) - The Power of Consistency in Content Creation
(42:59) - Outsourcing Video Production
(44:49) - Finding Your Niche and Adding Value
(53:15) - The Journey to Success
(55:40) - Conclusion and Resources

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Before you go!
The next time someone asks you for your hourly rate, I want you to stop what you're doing and head on over to valuepricingbootcamp.com to sign up for my free value pricing email course.
Hope to see you there!
57 min
April 29, 2025Martin Stellar - Sales Coaching for Nice People
Author/creator of Sales for Nice People, Martin Stellar, joined me on Ditching Hourly to talk about sticking to your guns in a sales meeting and how to build the confidence to do so.
Martin's Links:
https://martinstellar.com/
https://www.linkedin.com/in/martinstellar/
https://salesfornicepeople.com/academy
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Before you go!
The next time someone asks you for your hourly rate, I want you to stop what you're doing and head on over to valuepricingbootcamp.com to sign up for my free value pricing email course.
Hope to see you there!
27 min
April 15, 2025Yuval Yeret - The Status of Agile as a Platform and Navigating Career Pivots
Yuval Yeret, founder of Yeret Agility and OG Agile expert, joined me on Ditching Hourly to discuss the current state of Agile as a platform, how it has evolved over the years, and what practitioners should consider when pivoting their careers as the platform matures.
About Yuval
Yuval Yeret is a Product/Scaling/Agility Coach focused on helping product/tech leaders scale their organizations without slowing down, improving outcomes by leveraging flow, agility, and product orientation. (while avoiding the dogma and process BS of Agile Theater). Yuval is a globally recognized expert on scaling w/ agility, a SAFe Fellow, a Professional Scrum Trainer, and a co-author of the Kanban Guide for Scrum Teams. These days Yuval is focused on helping organizations evolve from Feature Factories to Empowered Product Organizations, as well as helping deeper tech organizations develop a pragmatic agility strategy. Yuval shares his insights on scaling w/ agility at https://yuvalyeret.com/scaling-with-agility-newsletter/
Chapters
(00:00) - Introduction and Guest Welcome
(00:17) - Yuval's Background and Journey into Agile
(01:35) - Early Days of Agile
(03:56) - Transition to Consulting and Coaching
(07:21) - Agile's Evolution and Current State
(09:46) - Challenges and Criticisms of Agile
(17:30) - Future of Agile and Role Adaptation
(22:18) - Advice for Agile Practitioners
(30:22) - Reflecting on Agile Leadership
(31:24) - Anecdote: Transition from FileMaker to Web Development
(34:57) - The Future of Agile and Product Operating Models
(39:20) - Adapting Skills for New Opportunities
(41:48) - Navigating Organizational Change
(44:47) - Strategies for Career Pivoting
(48:01) - The Role of Scrum Masters in Modern Organizations
(52:00) - Consulting and Value Proposition
(57:55) - Closing Thoughts and Resources
Notable Quotes
"What happened over the years is... agile has become mainstream for most of corporate America, technology organizations and product companies. And this created the reality where the people that are, the organizations that are currently adopting agile are the late adopters."
"[Late adopters] are slapping names like Scrum Master and Sprint and User Story and Daily Scrum... on the way that they've been doing things already. And it's like lipstick on a pig. It's not really creating any impact other than a bad name for Agile and a bad name for people in these roles."
"The biggest issue with Agile... is the over-reliance on specific roles in organizations."
"We will have a significantly smaller number of people that dedicate their career to something like agile, whatever it's called. You will need to specialize. You will need to start to think like consultants need to start to think and build your content solar system."
Yuval's Links and Other Resources
Yuval's article on "The Future of Agile Roles and Agility"
Yuval's private podcast on navigating the landscape of Agile theater, feature factories, and product operating models
"Crossing the Chasm" by Geoffrey Moore (book on technology adoption)
Netflix culture book (featuring the "Netflix question")
The career mini-course that Jonathan mentioned: Unblock Your Career by Shachar Meir
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Before you go!
The next time someone asks you for your hourly rate, I want you to stop what you're doing and head on over to valuepricingbootcamp.com to sign up for my free value pricing email course.
Hope to see you there!
1 hr