Ep 306 Hourly Billing Is Nuts: How to Boost Profits with Value Pricing with Jonathan Stark
Profit Answer Man: Scaling with Profit First & Beyond
Release Date: 01/27/2026
Ep 306 Hourly Billing Is Nuts: How to Boost Profits with Value Pricing with Jonathan Stark
Profit Answer Man: Scaling with Profit First & Beyond
Hourly Billing Is Nuts: How to Boost Profits with Value Pricing with Jonathan Stark Find Rocky Lalvani @ or email him at Most business owners don’t realize the hidden cost of hourly billing. It’s not just that it can feel annoying. It’s that it can cap your income, misalign incentives, and create friction and distrust with clients—especially when estimates blow up. In this episode of Profit Answer Man, Rocky Lalvani sits down with Jonathan Stark, former software developer and author of Hourly...
info_outline
Ep 305 Mid 8-Figure Exit Lessons: How to Avoid Millions in Taxes and Regret After the Sale with Nathan Collins
Profit Answer Man: Scaling with Profit First & Beyond
Mid 8-Figure Exit Lessons: How to Avoid Millions in Taxes and Regret After the Sale with Nathan Collins Find Rocky Lalvani @ or email him at Most business owners think the hardest part of selling a business is the deal. But the real danger often shows up after the sale: the taxes you didn’t plan for and the identity shift you didn’t expect In this episode of Profit Answer Man, Rocky Lalvani sits down with , a former CEO who sold his business for a mid-eight-figure exit—and then realized he wasn’t personally...
info_outline
Ep 304 From Bankruptcy at 24 to $35M: Building Profitable Business Through Discipline and Purpose with Mike Chaput
Profit Answer Man: Scaling with Profit First & Beyond
Find Rocky Lalvani @ or email him at From Bankruptcy at 24 to $35M: Building Profitable Business Through Discipline and Purpose with Mike Chaput What if the worst business failure of your life became the foundation for 26 years of unbroken profitability? At 24, Michael Chaput bought a business that went bankrupt. At 50, he runs a $35 million company that hasn't had a single unprofitable month in 26 years—not through 2008, not through COVID, not ever. In this episode, Michael shares the hard-won lessons from hitting rock bottom and how financial discipline, tough...
info_outline
Ep 303 How to Legally Pay Less Tax as a Business Owner with Former IRS Agent Carlotta Thompson
Profit Answer Man: Scaling with Profit First & Beyond
How to Legally Pay Less Tax as a Business Owner with Former IRS Agent Carlotta Thompson With Former IRS Agent Carlotta Thompson Most business owners believe high taxes are just the price of success. They’re wrong. In this episode of Profit Answer Man, Rocky sits down with former IRS agent turned tax strategist Carlotta Thompson to reveal how the tax system really works, what actually triggers audits, and how profitable business owners legally keep more of what they earn. This is not about loopholes or risky moves. It’s about understanding the rules well enough to play the...
info_outline
Ep 302 The Financial Model Every 7–8 Figure Business Needs for Predictable Profit with Salvatore Tirabassi
Profit Answer Man: Scaling with Profit First & Beyond
The Financial Model Every 7–8 Figure Business Needs for Predictable Profit with Salvatore Tirabassi Most business owners don’t lack data. They lack clarity. They have a P&L, a balance sheet, maybe even a dashboard. But when a real decision shows up—Can I afford this hire? Should I scale marketing? Why did margins drop again?—the numbers don’t give a clear answer. That’s where growth starts to feel chaotic. In this episode of Profit Answer Man, Rocky Lalvani sits down with fractional CFO and former private equity investor Salvatore Tirabassi to unpack...
info_outline
Ep 301 How to Build a Business Fortress: Liquidity, Cash Flow, and Exit Readiness with David Barnett
Profit Answer Man: Scaling with Profit First & Beyond
How to Build a Business Fortress: Liquidity, Cash Flow, and Exit Readiness with David Barnett Build a Business Fortress: Why Liquidity Beats Leverage and Most Businesses Never Sell Most owners assume the big payoff will come when they finally sell the business. The hard truth is that roughly 80 percent of small businesses listed for sale never actually sell as going concerns. The real payoff is in the years of ownership: the cash flow you extract, the wealth you build outside the business, and the resilience you create so you can survive the next punch in the face. In this...
info_outline
Ep 300 The Referable Client Experience with Stacey Brown Randall
Profit Answer Man: Scaling with Profit First & Beyond
The Referable Client Experience with Stacey Brown Randall Most business owners say they want more referrals. Very few are actually drowning in them. The default strategy is to do good work, hope people notice, and maybe ask for introductions when things get slow. In this episode of Profit Answer Man, I sit down again with referral expert and author Stacey Brown Randall to talk about why that approach does not work and how to build a truly referrable client experience. Stacey has spent years helping small business owners generate referrals without asking, without incentives, and...
info_outline
Ep 299 How to Build a Business You Can Actually Sell with Saul Cohen
Profit Answer Man: Scaling with Profit First & Beyond
How to Build a Business You Can Actually Sell with Saul Cohen Most business owners say the same thing: “I want to grow as big as I can.” But when you press them on what they really want—time freedom, a great income, flexibility with their family—they’re actually describing a lifestyle business, not a high-growth scale-up destined for a huge exit. In this episode of Profit Answer Man, Rocky Lalvani talks with Saul Cohen, an accountant and advisor who helps ambitious entrepreneurs grow through acquisition and prepare for a successful exit. Together, they unpack the...
info_outline
Ep 298 From Chaos to Cash Flow: How Business Owners Can Scale with Less Stress with David Forster
Profit Answer Man: Scaling with Profit First & Beyond
From Chaos to Cash Flow: How Business Owners Can Scale with Less Stress with David Forster “Slow is smooth, smooth is fast.” If you’re stuck reacting all day, this episode with David Forster hands you the blueprint: clarify roles, codify the 80%, install scorecards that measure what matters, and make Profit First automatic so cash is where you need it—when you need it. In This Episode, You’ll Learn: Why “boring, repeatable systems” beat heroics—and how to build them for people who crave structure. The clarity–consistency–accountability trio: what...
info_outline
Ep 297 Profit First with Megan Schwan
Profit Answer Man: Scaling with Profit First & Beyond
Profit First with Megan Schwan Most owners chase revenue and wonder why cash keeps disappearing. In this episode, Rocky sits down with Megan Schwan—CEO of Sidekick Accounting and a certified Profit First Professional—to unpack the simple systems that turn chaos into cash: clean books, pricing discipline, expense sweeps, and a short list of actionable KPIs. If you want fewer surprises and fatter reserves, start here. In This Episode, You’ll Learn: Why “good books” are your #1 tax saver—and the foundation for pricing and fraud control. How Profit First creates...
info_outlineHourly Billing Is Nuts: How to Boost Profits with Value Pricing with Jonathan Stark
Find Rocky Lalvani @ www.ProfitComesFirst.com or email him at rocky@profitcomesfirst.com
Most business owners don’t realize the hidden cost of hourly billing.
It’s not just that it can feel annoying.
It’s that it can cap your income, misalign incentives, and create friction and distrust with clients—especially when estimates blow up.
In this episode of Profit Answer Man, Rocky Lalvani sits down with Jonathan Stark, former software developer and author of Hourly Billing is Nuts, who’s been on a mission since 2006 to help experts stop selling time and start pricing for outcomes. Together they break down why hourly billing creates an “artificial ceiling,” how fixed pricing changes the client relationship, and how to protect yourself from scope creep by tying everything back to outcomes.
In This Episode, You’ll Learn:
- Why hourly billing creates an artificial ceiling on income (even at high hourly rates).
- Why clients hate hourly projects when estimates go wrong—and how it destroys trust.
- How fixed pricing rewards efficiency (and why hourly pricing financially punishes smart shortcuts).
- The difference between selling inputs/deliverables vs selling the outcome.
- Why most people think “value pricing won’t work in my industry”—and what’s really missing (the “why” conversation).
- How to handle “scope creep” by using the agreed outcome as a filter—and parking non-essential requests.
- A practical bridge for hourly billers: offering an estimate vs a higher fixed-price option to shift risk and provide certainty.
The Big Takeaway:
Hourly billing isn’t just a pricing method.
It’s an incentive system—and it often incentivizes the wrong things.
When you price by the hour, you cap your upside and risk creating tension with clients when projects run long. When you price for outcomes, you align incentives so both sides win when the work gets done faster (without sacrificing quality), and you create a healthier, more trusting relationship.
Bio:
Jonathan Stark is a former software developer who is on a mission to rid the world of hourly billing. He is the author of Hourly Billing Is Nuts, the host of Ditching Hourly, and writes a daily newsletter on pricing for independent professionals.
Links:
Website: valuepricingbootcamp.com
LinkedIn: https://www.linkedin.com/in/jonathanstark/
YouTube: https://www.youtube.com/c/TheJonathanStarkShow
Conclusion:
Hourly billing feels normal in a lot of industries—but as Jonathan explains, it often creates an artificial ceiling on your income and puts the client in the risky position of betting on an estimate that may not hold up. That’s when trust erodes, projects get contentious, and both sides lose.
A fixed price (and ultimately value-based pricing) changes the game: incentives align, efficiency gets rewarded instead of punished, and you can protect the work by filtering scope decisions through the agreed outcome—parking anything that doesn’t contribute until after you “declare victory.”
If you’re currently billing by the hour, this episode is your reminder that the goal isn’t just to charge more—it’s to price in a way that supports better relationships, better results, and a business model that doesn’t depend on maxing out your calendar.
Ready to stop selling time and start selling outcomes?
Explore Jonathan’s work at https://jonathanstark.com/ and check out http://valuepricingbootcamp.com to learn practical ways to move away from hourly billing.
#ProfitAnswerMan #ProfitFirst #ValuePricing #HourlyBilling #PricingStrategy #Consulting #ProfessionalServices #BusinessProfit #CashFlow
Watch the full episode on YouTube: https://www.youtube.com/@profitanswerman
Sign up to be notified when the next cohort of the Profit First Experience Course is available!
Free Copy of the Profit Blueprint Book: : https://lp.profitcomesfirst.com/landing-page-page
Monthly Newsletter signup: https://lp.profitcomesfirst.com/newsletter-signup
Relay Bank (affiliate link): https://relayfi.com/?referralcode=profitcomesfirst
Profit Answer Man Facebook group: https://www.facebook.com/groups/profitanswerman/
My podcast about living a richer more meaningful life: http://richersoul.com/
Music provided by Junan from Junan Podcast
Any financial advice is for educational purposes only and you should consult with an expert for your specific needs.