My career started in airline revenue management. Across 15 years at Continental Airlines, Boeing, and Air New Zealand, pricing was the whole job.

Airlines taught me something the consulting world mostly ignores. The best businesses don’t sell time. They sell outcomes, and they price against what those outcomes are worth to the buyer.

When I moved into consulting, I watched talented people undercharge for excellent work, lose clients over invoice disputes, and work through weekends to hit revenue targets. The model rewarded slow work and punished speed. Hourly billing was doing the damage, and no amount of talent inside that model could fix it.

That’s why this practice exists. I help consultants, coaches, and fractional executives escape hourly billing and price for value, using the VALUE framework from my book, Sell Destinations, Not Journeys: The Expert’s 90-Day Escape from Hourly Billing. Since leaving airlines, I’ve worked with over 100 independent experts across eight countries.

My work has been featured in the Financial Times, Fortune, Reuters, BBC, and CBC News. I run the practice from Amsterdam and work with clients worldwide.