Stop Selling Your Time. Start Selling Results.
For years I’ve wrestled with one question:
How do you put a price on expertise?
In this conversation I sit down with consultant and author Judson Rollins, whose book Sell Destinations, Not Journeyscompletely reframes the way we think about value.
We start with one of the simplest examples imaginable: paying my son to fill buckets.
That innocent little story turns into a fascinating conversation about incentives, hourly billing, AI, client relationships, and why pricing has almost nothing to do with time.
Some of my biggest takeaways:
• Why charging by the hour often hurts both you and your client.
• Why clients don’t really buy your time—they buy outcomes.
• How AI is making value-based pricing more important than ever.
• The difference between doing work… and creating value.
• Why the best businesses create a win-win-win for everyone involved.
If you’re a coach, consultant, freelancer, speaker, author, or anyone who sells expertise, this conversation could completely change how you think about your business.
Judson’s book:
Sell Destinations, Not Journeys
Learn more about Judson’s Value Under Pressure program:
judsonrollins.com/value/
As always…
Who will you be next?
— Bradley
[ https://youtu.be/0ijClHVYxVk ]