Applying Cobb’s Value Curve to Your Firm

Hand turning a knob up to the maximum with a dial where it is written "value added"“Pricing – that is, fee-setting – is above all a marketing decision.”

By August J. Aquila
Price It Right

There is a completely different way of looking at value and it is tied into the type of accounting or consulting work that is available in any given market and the type of accounting or consulting work that your firm provides.

MORE: 13 Questions about Providing Value | How Utility and Value Affect Pricing | Understanding the Product Pricing Life Cycle | 4 Ways a Production Orientation Can Harm a Firm | Price to Get the Maximum Fee
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Nearly 30 years ago William C. Cobb wrote “The Value Curve and the Folly of Billing-Rate Pricing,” providing a great deal of insight into the concept of pricing and value. Many of the ideas that follow are based on Cobb’s article.