In this episode, Jacob Cass & Matt Davies sits down with Jonathan Stark, pricing expert, author of Hourly Billing Is Nuts, host of Ditching Hourly, and co-host of The Business of Authority, to unpack why trading time for money is such a poor fit for expert work.

Together, Jacob, Matt and Jonathan explore the difference between fixed fees and true value pricing, how to run better sales conversations, why pricing is deeply connected to positioning, and how authority changes the way clients buy.

They also discuss the psychology of charging more, why creatives often underprice their own judgment, and the practical first steps for ditching hourly without blowing up your business overnight.

If you are tired of selling hours, defending rates, or being compared against cheaper alternatives, this episode will help you rethink what you are really selling and how to build a business around expertise, not availability.