April 2, 2026

Carl Franklin - A Love Letter to Value Pricing

Podcasting pioneer and creator of .NET Rocks, Carl Franklin, joined me on Ditching Hourly to share his real-world experiences implementing value pricing in his own consulting and development work.

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Chapters

Early Podcasting Days
The Starbucks Card Story
Introduction to Value Pricing
Fixed Pricing vs. Hourly
The Why Conversation
First Experiences with Value Pricing
Proposal Options and Client Choices
Handling Project Changes
Partnering and Value Pricing
Payment Terms and Client Negotiations
Expertise and Pricing Strategy
Overcoming Resistance to Value Pricing
Collaborative Projects and Revenue Sharing

Carl’s Bio

Carl Franklin is the creator and host of .NET Rocks, a pioneering podcast for .NET developers that he started in 2002, before the term "podcast" even existed. With a background in software development and training, Carl has been a significant figure in the tech community, sharing insights and knowledge through his long-running show. His experiences with value pricing in his consulting work offer valuable lessons for anyone looking to move away from hourly billing.

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Yours,

—J