Michelle Golden-River, CEO of 4 LLC and a pioneer in CPA firm growth strategies, joins David Yeghiaian, Chief Strategy Officer for KerberRose, to challenge traditional billing practices. They argue that relying on billable hours limits profitability and suggest embracing value-based pricing instead. Golden-River highlights the need for a broader business model change to ease fears around pricing. The duo also discusses the transformative impact of clear project scopes and the importance of celebrating innovative strategies within firms to enhance client relationships.