Tim Williams

Tim Williams, founder of Ignition Consulting Group and author of "Positioning for Professionals," challenges the traditional billable hour model in professional services. He advocates for value-based pricing that focuses on results instead of time. Williams discusses how agencies can innovate through productization and strategic partnerships with brands. He highlights the necessity of adapting to AI impacts and rethinking pricing strategies to enhance client relationships and agency profitability, urging agencies to reclaim their pricing power.

Tim Williams, Founding Partner of Ignition Consulting Group, discusses why time-based pricing doesn't work for agencies, the influence of generative AI on pricing strategies, and key steps to transition to premium pricing. The conversation highlights the importance of modernizing pricing strategies to capture the value of services in a changing market.