In this conversation, Adam and Skip discuss the importance of creating value for clients. They emphasize the need to understand what clients care about and tailor solutions to meet their specific needs. They also highlight the significance of listening to clients and making them feel heard. The conversation touches on the concept of perceived value and how it can be enhanced by focusing on what moves the needle for the client's business. The hosts provide practical tips for increasing value, such as asking open-ended questions, prioritizing client needs, and demonstrating tangible improvements.