I want to talk about what’s wrong with pricing in professional services businesses – principally marketing, media and creative agencies. Historically, they’ve always sold people, roles and time. Work is priced from scratch every time and it’s a difficult, finger-in-the-air process. It’s rarely right first time, and it’s inflexible and hard to adapt if something changes once you’ve priced it – meaning you have to start again. Finally, and most importantly it rewards inefficiency and by that I mean the more I sell, the more money I make. This suggests that the longer it takes to complete a job, the more valuable that job is – which is simply not true.