Time's Up!

PRAISE FOR TIME'S UP! "There are few thought leaders who have had more impact on professional firms than Dunn and Baker. They have a rare ability to 'see around corners' which is gifted to readers of this timely book that describes how a professional firm of the future will be able to successfully harness the full power of the subscription business model to create, and most importantly, deliver and capture customer value. This book is a must-read for anyone who has an interest in what the future holds for professional firms." -RIC PAYNE, Co-founder and CEO of Results Accountants' Systems and Principa "I first came across Dunn and Baker in 1999 when I was running my accounting firm. Their insights into pricing changed my life in extraordinary ways. They have always been at the leading edge and envisaging the future of the accounting profession, and this book is no different. This book reveals an exciting business model for any accounting firm that wants to put their customer at the heart of their firm." -MARK WICKERSHAM, FCA, Author, Public Speaker, and Founder of the Value Pricing Academy "In their first book, The Firm of the Future, Paul and Ron lead the revolution for professional firms against hourly billing and into a more effective way to serve your customers using the value-based business model. As an accountant running a firm, I look at Time's Up! as the roadmap to take my firm into the future. Tracking time and focusing on inputs is the traditional business model that our profession is mired in. Dunn and Baker lay out the case for the business model we should all be implementing now, which is the subscription or membership model; to allow our customers the most frictionless way to interact with our firm, the same way they are used to interacting with many of the products and services available to the market. I have been totally inspired to transform my practice into this model and put my customer's relationship front and center!" -HECTOR GARCIA, CPA @QBKaccounting "My top shelf in my library has a new member, Time's Up! by Dunn and Baker. Some books are merely informative and some are insightful. Dunn and Baker's latest is transformational. Just as the Joy of Cooking changed the relationship people have with food, Time's Up! has the same possibility for any and all professionals. The book is a journey from hourly billing through value pricing and now to subscriptions. Changing business models should be embraced by all leaders. Dunn and Baker have hit another home run with Time's Up! Leaders are readers they say. Change agents are also authors." -DANIEL D. MORRIS, CPA, Chief Dragon Slayer, Morris + D'Angelo CPAs

Foreword xi
Preface xv
Acknowledgments xxiii
About the Authors xxix
The Keynote and the Workshop: How to Read This Book xxxiii
I The Keynote 1
1 What Got You Here Won't Get You There Thank Goodness! 3
2 We All Have a Story- Here's a New One for You 11
3 Time- Driven Sucks Impact- Driven Matters 27
4 How Aretha Got It Right 41
5 This Could Be the Most Important Business Question Ever 47
6 Thank Goodness- A New Definition for ESG That Really Does Make a Difference 79
7 The Ongoing Upward Spiral-Perhaps a Different Kind of Legacy 87
II the Workshop 97
8 A Renaissance: The Subscription Economy 99
9 The Direct Primary Care Disrupters 107
10 Business Model Evolution 119
11 Purpose, Strategy, and Positioning 137
12 Marketing, Innovation, and Risk 151
13 Customer Transformations 167
14 Two Timeless Truths and Two Theories 179
15 Pricing the Relationship 189
16 Customer Segmentation and Pricing Tiers 205
17 Pricing the Portfolio 217
18 Measurements and Moral Hazards 239
19 Subscription Business Income Statement and KPIs 257
20 Knowledge Worker KPIs and the After- Action Review (AAR) 279
21 From Zero Defects to Zero Defections 297
22 Adoption Models 311
23 What's Next? 327
References 335
Index 349