March 31, 2026
Lightning Round
A very organized podcast host sent over a list of “lightning round” questions for me to prep for our interview.
I figured I’d answer them here for your benefit - and for me to practice :-)
Q1. What was the moment hourly billing stopped making sense for you?
When I was promoted to VP of a dev shop and realized that we made the most money off our worst developer.
Q2. How does time-based pricing create misaligned incentives with clients?
The slower you are, the better it is for you and the worse it is for your client.
Q3. What do you say to the agency owner terrified to quote a fixed price?
Next time you send a proposal, include two options:
- Option 1: The estimated price, calculated just like you’d normally do it.
- Option 2: A fixed price that is exactly 85% higher than the estimate that you’ll stick to no matter what.
Q4. How should a 10-person agency start its transition away from hourly?
With a small productized service.
Q5. Where does scope creep actually come from in value-priced engagements?
Scope creep comes from doing anything that doesn’t directly contribute to the success of the project.
Q6. What pricing conversation separates a $5K project from a $50K one?
Nothing about the conversation. Everything about the client’s situation.
Q7. How did your music degree at Berklee shape your consulting worldview?
It taught me that literally everything that matters is subjective.
Q8. Why do agencies resist value pricing even after seeing the math work?
Because it’s not math, it’s psychology. And psychology feels too squishy to them.
Q9. What is the first productized service every agency should build?
In most cases, a paid strategy call with the founder.
Q10. After 500+ podcast episodes on this topic, what still surprises you?
I can’t think of a single thing that surprises me, but the scariest thing is people using “billing” and “pricing” synonymously.
Follow-up questions? Just hit reply and ask (jstark at jonathanstark dot com)
Yours,
—J
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