First Official Podcast

We are pleased to post the first official podcast from the VeraSage Institute. Please note that it takes a few minutes to download.

In this podcast, which runs a little over 12 minutes, Ron Baker and Ed Kless conduct a dialogue about the basics of Pricing on Purpose (aka Value Pricing). It is our hope that this will be the first of many, but we need your help. Please give this a listen and provide us with any feedback via either comments to this post or email.

Once we have three podcasts released, we plan to submit them to iTunes so that you will be able to manage them more easily.


  1. Hi Chris,

    Thank you for the feedback. We do plan to publish more podcasts from our other fellows as well.

    I certainly remember you and Rabjohns. Congratulations on burying the billable hour and getting rid of timesheets!

    If you’d like to submit a case study for our Trailblazers section, please do. We love to publish the success of our colleagues.


    ps, just because, as we said in the podcast, we are persnickety about the words we use, we’d prefer PAT–Pricing Action Team, as “billing” is done in arrears and pricing is done upfront. But we won’t quibble with your progress!

  2. Ron Baker says:

    Hi Phillip,

    Thank you so much for your kind words. I remember that 2000 tour of OZ well; Paul Dunn and I did a seven city tour in your wonderful country, and it was from that tour that we develop our book, The Firm of the Future.

    We plan to share much more intellectual capital in the future, so I hope you stay tuned.

  3. Hi Eric,

    Thank you for the feedback. We know the sound quality needs to improve, we are working on it.

    We also agree that future podcasts need to be very specific on one issue, and we plan do that as well. This was just a general introduction to what we meant by Value Pricing.

    I do have one quibble with you: we use pricing examples from all sectors. I don’t draw a distinction between “fixed goods” and PKFs because economics (and price theory) applies to human behavior. There’s no distinct law of supply and demand for PKFs. We can learn a lot from airlines, Procter & Gamble, Coke, hotels, rental cars, etc., when it comes to pricing (especially price discrimination).

    Also, these brands are just as concerned with relationships as you are. That’s really not the point, though I agree with you that it changes the discussion of risk (though think about the risk an airline has, certainly more than a professional firm). It does not, however, change the discussion of the underlying economic principles.

    We’re looking forward to the next one and getting more of everyone’s feedback.

  4. Thanks. The podcast was great. Thanks for providing all of this great information.

    The one problem I did have was with the sound. It was clear for me, but I had to turn my volume all the way up to barely hear it. Usually, these things are way loud on my computer. I am not sure why this one was not. I did see that you already acknowledged the sound issue.

    I can’t wait to hear the next Podcast(s).

  5. Hi all,

    Ron and I have scheduled the recording of the next podcast. Look for it right after the Fourth of July. (That’s American Independence Day for all you Brits, Aussies and Kiwis.)

    Good news, I think I have traced the sound quality issue back to my phone headset. We believe the next edition will be dramatically better than the first.

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