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Mission: "To, once and for all, bury the billable hour in the accounting profession"
Ronald J. Baker started his accounting career in 1984 with KPMG Peat Marwick's Private Business Advisory Services in San Francisco. Today, he is the founder of VeraSage Institute, a think tank dedicated to teaching Value Pricing to professionals around the world.
As a frequent speaker at CPA events and conferences and a consultant to CPA firms on implementing Total Quality Service and Value Pricing, his work takes him around the world. He has been an instructor with the California CPA Education Foundation since 1995 and has authored nine courses for them: "How to Build a Successful Practice with Total Quality Service"; "The Shift From Hourly Billing to Value Pricing"; "Value Pricing Graduate Seminar"; "You Are What You Charge For: Success in Today's Emerging Experience Economy (with Daniel Morris)"; "Alternatives to the Federal Income Tax"; "Trashing the Timesheet: A Declaration of Independence"; "Everyday Economics"; "The Firm of the Future"; and "Everyday Ethics: Doing Well by Doing Good" (new in 2004-2005).
He is the author of the best-selling marketing book ever written specifically for the CPA profession, "Professional's Guide to Value Pricing, Sixth Edition," published by CCH, Incorporated. The book has been ranked No. 1 on Amazon.com in Australia and New Zealand. Also, "Burying the Billable Hour," "Trashing the Timesheet" and "You Are Your Customer List," published by The Association of Chartered Certified Accountants in the United Kingdom. His most recent book, "The Firm of the Future: A Guide for Accountants, Lawyers, and Other Professional Services," co-authored with Paul Dunn, was published in April 2003 by John Wiley & Sons, Inc.
Ron recently toured Australia (where he climbed the Sydney Harbor Bridge), New Zealand (where he bungee jumped), the United Kingdom (where he visited the tomb of the "Father of the billable hour"), Canada and the United States, spreading his Value Pricing message to thousands of CPAs, Chartered Accountants and attorneys. He has been appointed to the AICPA's Group of One Hundred, a think tank of leaders to address the future of the profession, named on Accounting Today's 2001, 2002, 2003 and 2004 Top 100 Most Influential People in the profession, and in 2004 received the 2003 Award for Instructor Excellence from the California CPA Education Foundation.
He graduated in 1984 from San Francisco State University with a bachelor of science degree in accounting and a minor in economics. He is a graduate of Disney University, Cato University and the University of Chicago Graduate School of Business course, "Pricing: Strategy and Tactics." He is a member of the Professional Pricing Society and presently resides in Petaluma, Calif.
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