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So...

The first one is around this like the unit of value, like thinking about pricing and customers.

So it's something I've been doing more as we sell things is like pricing things.

And how do you decide like what should be the price and like where do you negotiate or change or don't? So two specific things that I ran into and I can describe, but I would love to get your view on pricing services, because I think as you think about and a lot of people that I talk to are like whether they're, you know, sort of new folks coming into the workforce or they've been there a long time.

How do you value your time? And I think when you think of an agency or services, like in the old days, it was like you would show up in the office and you're sitting there for eight hours and you would bill your eight hours.

That was your time.

And now with agentic stuff and remote work, like the hourly rate of like punching a clock doesn't work the same.

And...

So I think that's one sort of thing.

Would love to hear that.

And then what I want to do is contrast that with what, in theory, on the SaaS kind of AI platform side, looks like a SaaS tool.

But behind the scenes, it's like a lot of work, like setting it up, configuring it, whatever.

So it's essentially we're providing like a productized service that's way heavily on the service, especially in the early days, because you have to go build this thing and customize it.

And so that's kind of where I want to go.

So starting with your side, talk to me about how you think about pricing and value.

And I would love to think back to when you first started the agency and you were literally like, Hey, I'm just showing up.

I'm going to sit in your office and be helpful.

So when I started, I

had no idea.

I'd never been a consultant or run an agency before.

And so I did what most people do and I underpriced.

And so I was selling my time for less than people were willing to pay for it.

And it actually took a very good friend of mine who I brought in initially to be like kind of my first COO for the business to help redo our pricing and increase sales.

margins and make it a much better business, which, you know, transformed things for us for sure.

But then the, the other thing, you know, that you, that you bring up that's really important is like the idea of trading time for money.