What Makes People Buy? Price & Value Masterclass w/ Ron Baker 

Definitely ranks in the top 3 guest interviews of the future. This man is insanely articulate and when I check all the references he’s making, he’s on a different level. Please bring him back soon. Loved this!!!

<a href="#" class="seekto" data-time="385">6:25</a> Subjective theory of value <a href="#" class="seekto" data-time="435">7:15</a> High client impact, high prices welcome <a href="#" class="seekto" data-time="505">8:25</a> Price justifies the costs <a href="#" class="seekto" data-time="741">12:21</a> The power of brand <a href="#" class="seekto" data-time="879">14:39</a> Both the buyer and seller profit <a href="#" class="seekto" data-time="964">16:04</a> Pricing sends signals <a href="#" class="seekto" data-time="1052">17:32</a> Determine your market position <a href="#" class="seekto" data-time="1279">21:19</a> Value is subjective, price is contextual <a href="#" class="seekto" data-time="1560">26:00</a> Give your customers pricing options <a href="#" class="seekto" data-time="1649">27:29</a> The value conversation <a href="#" class="seekto" data-time="1870">31:10</a> Premium prices w/ clear value prop

The relationship between value based service and self esteem/self respect. The first sale you make is the price you put on your own service. WOW. Just wow..... this chat's value is just out the roof. Thank you for sharing this with the world!

This is by far the most articulate and thorough explanation of value pricing Ive ever heard

Great interview. The best part was Chris taking the time to digest Ron's stories and points, and re-frame or rephrase them to ensure the audience (and possibly himself) understands the knowledge being dropped. Thank you

I love the landscaping story and I’ve seen where I was the first two landscapers in many similar situations when I never heard back from the client.

Can't believe this video is free. Thanks.

Learned more in the first 10 minutes than 4 years of my college marketing courses

This man made a massive difference in how we reorganised our business mind in our business today. It is amazing to listen someone like him for free!

Ron is a fantastic teacher, this was so helpful. Incredibly coherent and direct, great examples and references. You can tell he's been doing this for a long time. True professional.

The RU-vid algorithm is recognizing the value of your channel. This got recommended to me.

I have the Ron Baker headache. This guy is amazing and I can't wait to read his books

It's always super valuable when a person that deals with money and other people's money speaks, lots of valuable information is able to be extracted.

This is one of those interviews I'm gonna have to watch maybe 5 times over taking notes each time. Even on my first run I keep replaying lines because there's so much meaning packed in such few words.

This guy is explaining the opposite of everything I've ever heard from every "successful" photographer in the photojournalism industry and it makes way more sense then all of the seminars I went to which explained how to break down your operating costs to justify your price.

I absolutely love how Chris is asking questions just like a student? He really applies what he teaches - Learn - Unlearn and that's why I respect him as my Guru. Love you Chris ❤️

I’m only half way through and had to stop - to process what he just said. This information is en point. I can’t tell you how much I appreciate him speaking of the “solve the problem” issue only getting the customer to the status quo. We work so hard to bring more and all the business books get repetitive. This interview is so good. I’m taking a break and turning it back on in just a minute.

The conversation and information in this is amazing. Can’t believe this is freely available for the public! Gonna take notes after my first listen.

Bam! That's a world class business class on RU-vid 💫 What a wonderful man!! Great to see people like this when the world is going the greedy and unimaginative free economy way. We need the youth to take notes from people like him. 👏👏

THRILLED to have stumbled on this. Intuitively I have been contemplating idea of subscription for my practice/business. Now I realize the true power of it and how strongly it aligns with my mandate, beliefs and mission. More pondering and reading to do !!!!! I feel incredibly INSPIRED. Thank you to both of you! 🙏🏼

learned thing : cost are determined by prices. price justifies the cost a business can expand doctor are so valuable that people are willing to pay price that justifies their human capital investment. cost do not determines the prices. But prices justifies cost. We're defined by the services we don't do and the customers we don't have.

I don't agree with everything expressed, but (as usual) The Futur has put out great content. It's not just the high quality of the guests, but the equally high quality of the interviewing. Hats off to Chris for carefully preparing thoughtful questions and being willing to shut the hell up while the guest answers. Great stuff.

BRAVO! I wish every design student would learn this. I wish every high school student would learn this. I wish every voter would learn this. Thanks for these interviews, Chris Do.

This video is solid gold. Well articulated by both host and guest. So many gemstones in this content for those holding a genuine interest in sales, particularly getting better at sales. Thank you for letting me feel as though my time was well spent in watching. Cheers!

I love this interview with Ron and Chris. IDK if it’s just me but I always like Chris doing the interview instead of allowing others to host it lol. Anyways, this was the best video ever! Watched all the way through and never got bored.

As someone who is just starting in the branding industry, this channel is gold mine! 🔥

If Ron doesn’t, he ought to be doing voiceovers. He has an excellent tone and he’s consistent.

<a href="#" class="seekto" data-time="410">6:50</a> this is great, something also missed here is basic economics principle of supply and demand! If a product has minimal supply and much demand, doesn’t matter how much utility it has, it’s over priced BUT PEOPLE WILL BUY! Same thing for a very saturated market, product can provide significant value but if there is more supply than demand, the product will be underpriced for its utility!

10 minutes into this and I've already learned so much. This is pure gold. 🥇

I just love this content here, man. We before in Ukraine and some still in BC, as everywhere else, still tend to think that the product’s value depends on actual hourly labour price involved and a number of another self explanatory ingredients. Whereas what’s the author is saying, in the opposite, is a customer based subjective theory of validating products pricing. Great job.

Clarity, competence and value/concepts per minute in this interview is insane! Thank you very much!

I've never heard of this channel but the RU-vid algorithm gods smiled upon me today. I don't own a business or freelance but this video was mind-blowing. That example of the landscapers was insightful dive into the art of value propositioning.

Can't thank The Futur enough for this. I always used to give 3 price options to the buyers but never thought it can be improved so much. Definitely gonna buy the book.

One of the best interviews I have come across. Really learnt a lot.

I truly believe this video, just profoundly changed my life! I never heard of Ron Baker until now. His brake down of Value….will forever change how I do business and everyday life. Thank you!

I don't listen to podcasts and definetely don't watch them. But this. This one is probably the most valuable interview I've watched in a long while. I instantly got a copy of his book and will do the same for the next one. Thanks Chris for bringing this person to my knowledge. I, like you, try to always go deeper in the knowledge tree and find the real OGs when it comes to sales, marketing and applied psychology so this was super insightful and helpful.

so much valuable content, thank you for sharing on value pricing, subscription modeling, and reshifting a mindset on an exchange of value! The best thing i’ve heard was from my brother when i was trying to price my art prints i sell at events. I initially wanted to sell it for 10$ becuase i also was charging for my costs, and when i asked him how much he would pay, he told me $20-40. The best thing he said was: “If i wanted to buy a nice paper like this, i would go to home depot or staples and buy it myself. I would pay for this piece for the art and the value it has.” This changed my perspective forever!

Yes, favorite interview so far! Great job, Chris!

"...perscription without diagnosis is malpractice...". MInd. Blown. This guy is hella good at teaching...so are you, BTW.

Price justifies cost. So true! Costumers expecting to pay the same amount for repeat buys year after year, while inflation reduces value of money, company keeps price but to be able to do this, they reduce cost by reducing quality. Customer complains about worse quality of widget, yet unwilling to pay for quality.

Amazing podcast .. and the man is genius especially.. love the idea when he said u just don't solve the problem as it brings the customer back to point A .. but help him to achieve his dream ... .. excellent podcast

my mind just go BUUUUUM - so many pitches, ideas, mind hacks... WOOOWW

I am 100% in with the part about understanding the clients needs & context and giving the client options. The subscription part then suddenly makes a complete turn here. When your clients are mostly public authorities and are required to obtain at least 3 tenders from 3 different firms; proposing a subscription, would be asking the decision-making person to do sth that would make them lose their job. Consequently, it is contradicting to understanding the clients context.

It's not everyday i see someone using a Blue Yeti mic. They are great mics honestly

"Price justifies the costs and what justifies the price is the value." Powerful line, made me understand the key behind pricing.

This is the best conversation I’ve ever heard about pricing. So many takeaways

I loved this pod cast. Labour theory of value. Intrinsic value? The subjective theory of value. Utility of customer value. I am trying to price an offer that brings a prospect B to B leads for product sales.

Incredible interview! Thank you.

i love this guest! he's so funny and very smart. I respect him

Branding is where it's at. The better the brand and the experience the better the sales and profit.

Did you make this video SPECIFICALLY FOR ME?! This is amazing. Thank you so much for this. Bought the book. Rethinking everything. THANK YOU

Value of this video is amazing. Thank you so much!

Waiting in line for 45 minutes is not a great customer experience. Thank you for coming to my ted talk.

The value contained within this video cannot be overstated. Thank you!!!

Was literally just looking up all of Ron Baker's stuff when this came out. Thank you

Good interview and I agree with, and have applied for the last 45 years, much of what was discussed when what you are selling is essentially the knowledge between your ears. When you are selling a manufactured product with materials to buy, development to do and prototypes to build, test and verify, and millions or more in CAPEX to invest, then the equation is not the same. To whom you are selling is also another major consideration. Selling to the actual consumer, say Apple, is not the same as selling to a major industrial business, say Ford, who want to know (and insist on suppliers providing) every detail in their bill of materials, their engineering costs, CAPEX, labour rate, overhead, investments, .... and last but not least their profit margin.

Absolutely fantastic video, this is SOOOO AWESOME! Service based businesses need to know this!

Fantastic interview! Please get him back on to talk more about actually implementing a subscription model for creative services. Mind blown!

I just kept taking notes and outlining things for further research. This was a pricing masterclass!

I can listen to both of them the whole day without feeling bored. Pack with value. Thanks, Chris and Ron

I have no doubt the editor of this values our time

It makes me happy that the background isn’t a generic shelf with a couple random objects I’m on it 🙌

I've had heard this interview like 3 times now, it's so amazing to listen to both of you. thanks!

Stellar masterclass and interview! I listened twice back to back to get the takeaway notes and double check uh earring them right. This is exactly what I needed as I have been at a stall in my service and if I’d be launching the subscription box I’ve contemplated

Awesome insights from this man Ron. Thank you Chris for bringing him on. Next I’m diving into all his books, priceless value I think!

I think a lot of people are still very much against the subscription model, especially as it pertains to daily life items. When I subscribe to something, it's not me and the company meeting in the middle in equality we like are striking some kind of personal deal where I have some power in the relationship, I don't! It's me buying their stuff according to their rules and their terms and their price and their discretion and they ultimately decide when and if I can continue and they decide what features should or shouldn't be in the plan. And at any time they can raise the rates, change my features, limit my use, or simply decide I'm not the type of character they want and just ban me. This is obviously a big deal in today's culture which is saturated with censorship, banning, blacklisting, greylisting, shadow banning, etc. ALL the power is in the hands of the service provider to do as they want. This is no two-way relationship. This is a sort of mild form of "you'll own nothing and you'll be happy" which, to many, is a frightening dystopian horror film, not a happy destination we should be hoping for. There is a lot of incentivized "cheating" that can happen with subscriptions. If you can't change the price, just take away features or build the features into "addons" you have to pay more to get. What's the incentive for a company whom I subscribe to for a vacuum cleaner, to invent a vacuum cleaner that doesn't require replacement bags and hoses? If I'm subscribed to bags and hoses plan, they aren't going to invent a bagless vacuum! If I have to subscribe to monthly batteries, what is the incentive to invent batteries that last longer than a month? The longevity of subscriptions is always under question. Who says they'll stick around? Who says the service will stay the same? What incentivizes giving people more and more features for the same price? It promotes stagnation, creating addons, bumping rates whether you wanted new features or not, etc. Almost without question, the cost of a subscription will far outweigh a one-time cost at some point. I could buy a decent vacuum for $200 one time and hope it lasts 5 or 10 years. But renting one for 10 years could cost $8000. Paying for everything in my life as a subscription just means at some point I'm the sucker. For most all my life I've been told "renting" (i.e. leasing) a vehicle is a terrible, financially destructive thing. A perpetual loan that never ends and you never own the car. "You've been fleased!" is a common description of being screwed by a leasing program. The more things I subscribe to in my life, the more separate accounts I have to manage, separate places my credit card could be stolen or data stolen or hacked. I have to update all these things when I have a new payment. I have to balance how much I'm paying to how much I'm actually using it. Two people pay $99/m for something, one uses it every day, one uses it twice a month. Why are they paying the same? There are so many problems with the idea we should be renting/leasing/subscribing to everything in our lives, and almost none of the reasons have to do with value to the consumer. Eventually you're paying more. You might not be making full use of the thing, or regular enough use. Or you don't find the price is right, but what can you do about it? The primary reason I ever "make payments" is because the one-time fee is too high, or it's a utility that I'm continuing using. I can't just buy all the electricity I'll ever use at once. Or buy all the cell service etc. But I can certainly buy all the vacuum I need at once. The subscription value offerings are little more than conveniences for the rich and lazy who don't want to do things for themselves. This isn't the average person. If I subscribe to landscaper and car washing and window washing and house work and dog walking and car and utilities and vacuum and media and software and books and groceries and radio and TV and food and home supplies and maintenance and insurances and tools.....by the time I've subscribed to everything in my life, it will not make me happy. It will make me a complete and total slave to service providers whom I have no control or say about what they do. If I can't pay, my stuff is gone. If I want to use my stuff in a way they don't like, I'm stopped. Someone else decides how and when and where and how much and how many and how often. So now I've ranted about subscriptions, I know full well certain situations where subscribing to something works out fine, such as consumables. Or where subscribing might be the only way the provider actually stays in business with appropriate cash flow to work on the product. But there is nothing about the dystopian "own nothing and be happy" that is exiting to me. Maybe I'm the only one? It sounds more like a nightmare! I hunt desperately for the non-subscription version of almost everything I need. It hurts every time I have to pull out the card and lock myself into a payment that doesn't seem necessary. In any case, rather than just praise all the great info in the video, I thought I'd present a more challenging thought regarding subscriptions. I don't think many are designed for consumer benefit. They are designed for company cash flow.

Watched this 3 times already. So much value! Thank you

This is absolutely one of the best discussion on innovative pricing!! Thank you Chris.

Your videos have helped me so much in running my business.

The subscription business model is genius!

Thanks for the shout out, Ron!

Wow... This is the best interview on the channel. Has changed my business model completely.

The landscaper story was invaluable knowledge.

In a seminar I did with Robert Kawasaki, we did a whole piece around describing money, value and inherent value. We had to "demonstrate' it! Value is symbol of what a someone will pay for it. Money is just a symbol of value across space and time that indicates demand.

By far one of the best interviews here in the Futur!

This is one of my absolute favorite videos on your channel! Thank you so much for the content you produce and put out!

Listening to Ron a second time months later I caught quote from author Rabbi Daniel Lapin in dollars being certificates of appreciation. Crazy how ideas are so infectious.

There were so many greens in this interview, great interview. Chris, Thank you for interviewing Ron

Thank you! You really scratched my itch! Wow thank you one of the best!

Another high-value video. Thanks, TheFutur team!

Another banger. Loving it. This put my mind into hyperspace. +points for reading list. +points for podcast. +points for think-tank 👍👍👍

<a href="#" class="seekto" data-time="1370">22:50</a> honesty and humbleness ❤♥🫀🥰

Watching this in South Africa. What an interview! Found the book on Perlego and I'll read it religiously.

The biggest aha moment I ever had on any Pod😲 I Got a new pricing hero🙌🏼

@<a href="#" class="seekto" data-time="2664">44:24</a> Subscription instead of ownership in many cases means: 1) Not having enough money to buy and own it. 2) Not really being interested in owning, so a temporary “rental” is sufficient. If (1) applies to you, you are probably in for some trouble in the future.

You BOTH say thank you. We do! Just had a customer come back to the tent and thank us again (a second time)❤❤❤ that’s a very good 🪧 sign.

“ <a href="#" class="seekto" data-time="1889">31:29</a> We are possibly pursuers” I love this

His landscaping story taught me how to be successful in sales

So much value in this interview thank you for doing it. You’ve got my brain working

Have to second the Tim Williams recommendation - very insightful re: agency positioning and pricing strategy. Brilliant guy and a great resource.

Loved this session so much...I wrote a blog post based on it for my industry. Tweaked the content but since the learning is transferable across industry...amazing stuff! Keep it coming!

So much business wisdom! Thank you for another value-packed video, huge admiration

Based solely on the labor theory of value, in app purchases should basically be free yet they’re one of the most profitable parts of app development

On weekends there is a Pete's coffee bar and lounge ( personally relaxing experience and a great cup of coffee!)in the mall that I work in and on weekends all drinks a y size cost $1. There is never a line and yet when I tell people they still go to Starbucks in the mall to stand in a long line, pay 5 times the price, get a watered down and incorrectly made cup off coffee. We even have a coffee maker in our break room.

I have not thoroughly enjoyed or found value in a lot of RU-vid videos lately, but this was top-tier! Thank you 🤗

Props to who ever edited this

Brilliant!!...you know, if I can digest even half of this podcast, won't need to buy the book for now...I mean this can get me into a position to afford the book!

Wow this is super insightful and anwer if not all, most of my question regarding my business. After this I will reinvent what I do with my practice, and really be mindful about what customer wants and needs. Just wanted to speak that out to the world, thank you for the knowledge Ron and Chris :)

As a freelance developer turning entrepreneur, this is GOLD

Amazing interview. Loved the landscaping example. This is a mind bomb for me.