Episode 610 - Pricing Update: Nobody buys effort, not even from AI

AI is changing how companies price, but are tokens and credits bringing back the same old cost-plus mistakes? In Episode 610, Ron Baker and Ed Kless explore why customers buy a better tomorrow—and why charging for effort misses what they value.

The conversation ranges from price transparency to the limits of outcome-based pricing when "outcome" means only measurable profit. Peace of mind, trust, and transformation matter, too. Ron and Ed also examine where AI can strengthen pricing decisions and why strategy, imagination, and human judgment remain essential. When everyone has AI, what will still make your offering different?