WMTW 008: LinkedIn Influencer Ron Baker on giving IP away [podcast]
Ron Baker is a fascinating guy and a business hero of mine. His life goal is to “Bury the timesheet” in the professions and that’s how I first “met” him through his bestselling book: Implementing Value Pricing.
“If I give away my IP I have to replenish it. It keeps me at the constant edge.” Ron Baker (tweet this)
His belief that: “The value of your product or service is solely in the eyes of your customer”, profoundly impacted my view of pricing and the purpose of a business. We finally met in person in Sydney where we did a quick interview so it’s great to have him back. He is also the first LinkedIn Influencer we’ve had on the podcast!
So I was stoked to interview Ron and I hope you enjoy listening to it as much as I enjoyed talking with him. Show notes are below for a taste…
- 03:00 – Ron talks about his transition from Big 8 Accounting firm to his own business, then to teaching, writing, speaking and consulting.
- I loved his quote: “You can’t sit between 2 bar stools” which meant that he eventually had to sell his part of the business to commit fully to education and writing.
- Paul Dunn and Rick Bain were strong advocates of Ron’s books.
- 05:25 – He found that he was teaching to generate business. And while he is a brilliant teacher, he sees himself not as a thought leader (in fact hates the term), but an aggressive student of customer service (started the pricing).
- 06:18 – His books have been his greatest marketing success.
- 07:47 – Ron explains how he loves to learn from success and explores how he’s taken offline success online.
- 11:15 – Ron talks about the marketing mistakes he’s made. About books being rejected and straying from his passions.
- 14:20 – He pulled me up here with a great point. “Don’t confuse narrow with small.” A narrow niche can be a huge opportunity.
- 15:00 – How he achieved his LinkedIn Influencer status – 500,000 reads + 600 comments on 1 article!!
- 18:38 – Ron’s philosophy on his intellectual capital – if he gives it away, he has to replenish it. Linux model – give away the intellectual capital, has won more business and forced him to stay on the cutting edge.
- 20:10 – Uncomfortable giving away intellectual capital? He constantly felt he had to defend it. Mainly because other people felt like he was giving away too much.
- 22:30 – Ron explains value pricing is entirely a function of the customer’s context – he gave a great example using water.
- Visit him at VeraSage.com,
- Follow on LinkedIn,
- @RonaldBaker on Twitter
- Buy Implementing Value Pricing
- email: ron [at] verasage [dot] com
If you enjoyed this podcast, please check out our other episodes and subscribe on iTunes!
Anyone else you’d like to hear from on the podcast? Let me know in the comments.
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