Sell Destinations, Not Journeys
The Expert’s 90-Day Escape from Hourly Billing
Hourly billing punishes the very thing you’ve spent a career building. The faster and sharper you get, the less an invoice reflects your worth. This book is the field guide out.
What you get
Sell Destinations, Not Journeys is a 90-day method, not a theory. It walks through the VALUE framework one stage at a time, with the value-conversation scripts, the three-tier pricing structure, week-by-week checklists, and case studies of consultants who made the change. It also includes recovery protocols for the weeks the work doesn’t go to plan, because most real transformations hit rough patches.
Who this book serves
The book speaks most directly to consultants selling complex B2B engagements with real money at stake. Every strategy applies to you without adaptation.
Fractional executives will find the framework fits retainer pricing, board positioning, and team leadership, with adaptations noted throughout.
Business and executive coaches will find the frameworks apply well, with value conversations centered on career change and compensation rather than operational metrics. Coach’s Corner sections throughout give the specific adaptations.
If you’re a freelance designer, writer, or developer working on small projects, you’ll find useful mindset shifts here, though the tactics assume larger engagements with several stakeholders.
About the author
Judson Rollins is a pricing strategist and former airline revenue management leader. After 15 years pricing for Continental Airlines, Boeing, and Air New Zealand, he now helps independent experts escape hourly billing. Read more about Judson
What readers say
“The book offers clear, practical examples for finding your business positioning, pricing it, and building additional revenue streams. Anyone thinking of starting a business, whether as a freelancer, coach, or consultant, should definitely give it a read. It’s the kind of book you’ll want to keep coming back to as your business grows.”
Alperen Erkek
Narrative Learning Lab
Paperback ISBN 9789083605326 · ebook ISBN 9789083605333