Pricing on Purpose

Ronald J. Baker started his career in 1984 with KPMG'sPrivate Business Advisory Services in San Francisco. Today, he isthe founder of VeraSage Institute, a think tank dedicated toeducating businesspeople around the world. As a frequent speaker, writer, and educator, his work takes himaround the world. He has been an instructor with the California CPAEducation Foundation since 1995 and has authored ten courses forthem: How to Build a Successful Practice with Total QualityService; The Shift From Hourly Billing to Value Pricing;Value Pricing Graduate Seminar; You Are What You Charge For:Success in Today's Emerging Experience Economy (with DanielMorris); Alternatives to the Federal Income Tax; Trashingthe Timesheet: A Declaration of Independence; EverydayEconomics; The Firm of the Future; Everyday Ethics:Doing Well by Doing Good; and The New Business Equation forIndustry Executives. He is the author of the best-selling marketing book ever writtenspecifically for professional service firms,Professional's Guide to Value Pricing (seventhedition), published by CCH, Incorporated. He also wrote Buryingthe Billable Hour, Trashing the Timesheet, and YouAre Your Customer List, published by the Association ofChartered Certified Accountants in the United Kingdom. His priorbook, The Firm of the Future: A Guide for Accountants, Lawyers,and Other Professional Services, co-authored with Paul Dunn,was published in April 2003 by John Wiley & Sons, Inc. Ron has toured the world, spreading his value-pricing message toover 70,000 businesspeople. He has been appointed to the AmericanInstitute of Certified Public Accountant's Group of OneHundred, a think tank of leaders to address the future of theprofession, named on Accounting Today's 2001, 2002,2003, 2004, and 2005 Top 100 Most Influential People in theprofession, and received the 2003 Award for Instructor Excellencefrom the California CPA Education Foundation. He graduated in 1984 from San Francisco State University with aBachelor of Science in accounting and a minor in economics. He is agraduate of Disney University and Cato University. He is a memberof the Professional Pricing Society and presently resides inPetaluma, California.