Despite all of the gurus who tout the idea of “value pricing” to agency owners, it may not be the best approach for everyone.

In fact, it is a concept that is often misunderstood and rarely implemented properly.

Chip and Gini talk about what value pricing — and what it isn’t — as well as how and when it may be useful. They also explore some of the pitfalls, misconceptions, and downright bad advice that agencies get.