Appearances

• BBC News, Business Today: Boeing CEO Senate hearing, June 2024
• BBC World Service, Global News Podcast: Boeing’s 2024 results, January 29, 2025
• Amsterdam Founders Club: full-day pricing workshop for founders, August 28, 2026

New interviews and podcast conversations land here as they publish. To catch them as they go live, join the newsletter.

For podcast hosts and producers

If your audience is independent consultants, coaches, fractional executives, or the firms that hire them, I bring one clear argument and the client work to back it: the better an expert gets at hourly billing, the less they earn, and value-based pricing is the way out. My clients did the hard part of changing how they sell; I help hosts turn that into a conversation their listeners can act on the same week.

Topics I go deep on:

• The efficiency paradox, and why expertise gets punished by the hour
• The two sales conversations most experts skip
• How AI is repricing knowledge work, and what to sell once knowledge is cheap
• The three-conversation structure behind value-based pricing

To book me as a guest, email hello@judsonrollins.com.

Media kit

Everything an organizer, host, or journalist needs, in one place. Use any of it without asking.

Name, as it should appear in promotional materials

Judson Rollins

Contact

hello@judsonrollins.com · judsonrollins.com · Amsterdam, the Netherlands. Speaking inquiries: hello@judsonrollins.com with “Speaking inquiry” in the subject line.

Positioning

I help consultants, coaches, and fractional executives leave hourly billing and price for the value they deliver.

Short bio

Judson Rollins helps consultants, coaches, and fractional executives leave hourly billing behind and price for the value they deliver. He spent 15 years in airline revenue management at Continental Airlines, Boeing, and Air New Zealand, and is the author of Sell Destinations, Not Journeys. He lives in Amsterdam and works with clients worldwide.

Medium bio

Judson Rollins is a pricing strategist, author, and speaker who helps consultants, coaches, and fractional executives escape hourly billing. His argument is simple: the better you get at hourly work, the less you earn, and AI is making that worse. His book, Sell Destinations, Not Journeys: The Expert’s 90-Day Escape from Hourly Billing, lays out the VALUE framework for pricing expertise on the outcome it produces. Before founding his Amsterdam-based practice, Judson spent 15 years in airline revenue management at Continental Airlines, Boeing, and Air New Zealand, where pricing was the whole job. He’s since worked with over 100 independent experts across eight countries. His work has appeared in the Financial Times, Fortune, Reuters, BBC, and CBC News. He’s a member of the Professional Speakers Association of the Netherlands and an instrument-rated private pilot.

Long bio

Judson Rollins is a pricing strategist, author, and keynote speaker based in Amsterdam. He helps consultants, coaches, and fractional executives leave hourly billing and price for the value their work creates.

He came to the problem from an unusual direction. For 15 years he worked in airline revenue management, at Continental Airlines, Boeing, and Air New Zealand, and later as a consultant to airlines and transport companies in roughly 20 countries. Airlines price by the destination rather than by flight time, and Judson saw that the independent experts he later worked alongside were doing the opposite: selling hours, and being penalized for getting faster.

That observation became Sell Destinations, Not Journeys: The Expert’s 90-Day Escape from Hourly Billing, which lays out the VALUE framework: Verify your positioning, Ask the questions that reveal what an outcome is worth, Layer your offer into three options, Upsell strategically, and Evolve project work into recurring revenue. Since leaving airlines he’s worked with over 100 independent experts across eight countries.

His aviation and transport work has been covered by the Financial Times, Fortune, Reuters, BBC, and CBC News. He’s a member of the Professional Speakers Association of the Netherlands, speaks fluent English and German, and holds an instrument-rated private pilot certificate. He speaks to firms, partner groups, and associations on pricing, positioning, and the two sales conversations most experts never have.

Speaker introduction

Our next speaker spent 15 years pricing airline seats before turning that experience on a different problem: why the best consultants earn less as they get better. He’s the author of Sell Destinations, Not Journeys. Please welcome Judson Rollins.

Book

Sell Destinations, Not Journeys: The Expert’s 90-Day Escape from Hourly Billing. Paperback ISBN 9789083605326, ebook ISBN 9789083605333. Buy it

Topics

Keynote and workshop topics are on the Speaking page.

Sample interview questions

1. You say hourly billing punishes expertise. Walk us through the math.
2. What did 15 years of airline pricing teach you that consultants get wrong?
3. What’s the first conversation an expert should have before naming a price?
4. Why three prices instead of one?
5. What does a client usually mean when they say “I can’t afford it”?
6. How is AI changing what clients will pay for?
7. What’s the most common mistake experts make when they try to raise their rates?
8. Where should someone start if they want to leave hourly billing in the next 90 days?

Formats

Keynotes 45 to 60 minutes; workshops half-day or full-day; virtual or in person. Pre-event call, customized content, and Q&A included.

Quotable lines

Use any of these verbatim, attributed to Judson Rollins.

• “The better you get at hourly work, the less you earn. That’s arithmetic, and no amount of confidence changes it.”
• “An airline doesn’t charge you for time in the air. A headwind adds 40 minutes and the fare doesn’t move, because you bought a destination. Expertise should be sold the same way.”
• “AI didn’t create the problem with hourly billing. It made the problem impossible to hide. Work that filled a billable day now takes an afternoon, and clients can see it.”
• “‘I can’t afford it’ is rarely a report on a bank balance. It’s usually one of three other problems, and cutting your price solves none of them.”
• “A single price turns a sale into a standoff. Three options change the question from ‘should I buy this’ to ‘which one.'”

What clients and readers say

Associations

Professional Speakers Association of the Netherlands.

Resources

Free tools, including the Efficiency Paradox PDF and the Reality Check Tracker · Speaking topics · The book

To book Judson

Email hello@judsonrollins.com. You’ll hear back within two working days.