Positioning, Productized Services, and Value-Based Pricing

What if you could become the one and only in your industry?

Join me for a special episode of the Vertical Go-To-Market Podcast featuring Jonathan Stark, a former software developer who's now on a mission to rid the world of hourly billing. 

We talk about: 

- Positioning yourself to stand out

- The benefits of productized services

- Developing a laser-focused statement

- The impact of AI on digital marketing agencies

- The Pro’s/Con’s of value-based pricing vs. hourly

- How identifying an expensive problem sharpens your marketing

And more. 

🎧 Listen to the episode now: 

• Podcast Website

  Apple Podcasts

  YouTube

  Spotify

  Amazon Music

If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button!

Best,

CQ

Frequently Asked Questions

Why does Jonathan Stark believe hourly billing holds agencies back?

Because hourly billing ties compensation to time spent rather than value delivered, a misalignment he's built his mission around addressing through alternative pricing models like value-based pricing.

What are the benefits of productized services, according to Jonathan Stark?

Repeatability and clarity, discussed as advantages that let a business scale more effectively than fully customized, one-off engagements that require reinventing the approach for every new client.

What does it mean to develop a "laser-focused statement" for positioning?

A precise, specific articulation of what a business does and for whom, discussed as a tool for standing out clearly rather than relying on vague, broadly applicable messaging.

Why does identifying an expensive problem sharpen marketing, according to Jonathan Stark?

Because a genuinely expensive problem creates real urgency and justifies premium pricing, sharpening marketing messaging around a problem significant enough to matter deeply to the buyer.

What are the tradeoffs between value-based pricing and hourly billing, based on this conversation?

Real pros and cons discussed directly in the episode, weighing the alignment and upside potential of value-based pricing against the more familiar, if less optimal, predictability of traditional hourly billing.