Here are some additional resources you can explore to have better Why Conversations:

Jonathan Stark’s introduction (11 minutes): https://podcast.ditchinghourly.com/episodes/the-why-conversation

A more in-depth explanation (start listening at 8:20 unless you want “hourly billing is nuts” extras): https://www.businessgrowthbynumbers.com/podcasts/the-pricing-queen/episodes/2147526975

Learn Your Lines (how to answer common difficult questions): https://www.amazon.com/Learn-Your-Lines-What-Clients-ebook/dp/B0CSWY9LJM/

Josh