what econ 101 and inelastic demand curves teach us about billing rates.
by frank stitely, cpa, cva
before we turn our hymnal to page 10 and sing that old favorite “we’re not selling time. we’re selling knowledge,” let’s consider if clients are buying what we’re selling.
when you go to the grocery store, do you ask, “i’d like to buy the cow milking knowledge of a farmer?” of course not. you ask for a gallon of milk. customers buy outcomes, not inputs.
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