Welcome to episode 117. This episode is going to be very relevant for you if you're responsible for pricing your agency's services. I first saw Tim Williams, Founding Partner of Ignition Consulting Group, speak at an IPA conference in London in 2016. He was talking to agency owners about why they needed to ditch the billable hour if they wanted a profitable business. I've been following Tim's work in agency pricing and positioning ever since, and for me, he's been the consistent voice of sanity throughout the years. Here are just a few of the topics we cover in our chat: • why the time based billing system doesn't work for agencies. • how generative AI is only accelerating the need for agencies to rethink their pricing strategies. • and Tim shares key steps you can take right now to start the transition to premium pricing. Ignition helps agencies and other professional service firms develop focused business strategies and transformative revenue models. You can follow Tim on LinkedIn: https://www.linkedin.com/in/timwilliamsicg/ or via the website: https://www.ignitiongroup.com. If you’re listening to this during the summer of 2024, I'm going to be running some free 20 minutes mini training webinars for agency account management soon. If you’d like to be notified about these first, please sign up to my email newsletter via https://www.accountmanagementskills.com