PAUL DUNN is the Co-founder and Chairman of the global giving initiative, B1G1. He holds a Lifetime Service Award to the Accounting Profession in the United Kingdom and is a Social Innovation Fellow in his home of Singapore. He is the creator of the Accountants’ Boot Camp process and he is the inaugural recipient of the Outstanding Contribution to the Profession award given by AccountingWeb in the United Kingdom. He remains the only non-accountant to be honored in this way. RONALD BAKER is the Founder of VeraSage Institute, author of seven bestsellingbooks, and co-host, with Ed Kless, of the VoiceAmerica.com radio show, The Soul of Enterprise: Business in the Knowledge Economy (Thesoulofenterprise.com). He is also a faculty member of the Professional Pricing Society.

• Foreword xiPreface xvAcknowledgments xxiiiAbout the Authors xxixThe Keynote and the Workshop: How to Read This Book xxxiiiI The Keynote 11 What Got You Here Won’t Get You There Thank Goodness! 32 We All Have a Story— Here’s a New One for You 113 Time- Driven Sucks Impact- Driven Matters 274 How Aretha Got It Right 415 This Could Be the Most Important Business Question Ever 476 Thank Goodness— A New Definition for ESG That Really Does Make a Difference 797 The Ongoing Upward Spiral—Perhaps a Different Kind of Legacy 87II the Workshop 978 A Renaissance: The Subscription Economy 999 The Direct Primary Care Disrupters 10710 Business Model Evolution 11911 Purpose, Strategy, and Positioning 13712 Marketing, Innovation, and Risk 15113 Customer Transformations 16714 Two Timeless Truths and Two Theories 17915 Pricing the Relationship 18916 Customer Segmentation and Pricing Tiers 20517 Pricing the Portfolio 21718 Measurements and Moral Hazards 23919 Subscription Business Income Statement and KPIs 25720 Knowledge Worker KPIs and the After- Action Review (AAR) 27921 From Zero Defects to Zero Defections 29722 Adoption Models 31123 What’s Next? 327References 335Index 349

PAUL DUNN is the Co-founder and Chairman of the global giving initiative, B1G1. He holds a Lifetime Service Award to the Accounting Profession in the United Kingdom and is a Social Innovation Fellow in his home of Singapore. He is the creator of the Accountants’ Boot Camp process and he is the inaugural recipient of the Outstanding Contribution to the Profession award given by AccountingWeb in the United Kingdom. He remains the only non-accountant to be honored in this way. RONALD BAKER is the Founder of VeraSage Institute, author of seven bestsellingbooks, and co-host, with Ed Kless, of the VoiceAmerica.com radio show, The Soul of Enterprise: Business in the Knowledge Economy (Thesoulofenterprise.com). He is also a faculty member of the Professional Pricing Society.

• Foreword xiPreface xvAcknowledgments xxiiiAbout the Authors xxixThe Keynote and the Workshop: How to Read This Book xxxiiiI The Keynote 11 What Got You Here Won’t Get You There Thank Goodness! 32 We All Have a Story— Here’s a New One for You 113 Time- Driven Sucks Impact- Driven Matters 274 How Aretha Got It Right 415 This Could Be the Most Important Business Question Ever 476 Thank Goodness— A New Definition for ESG That Really Does Make a Difference 797 The Ongoing Upward Spiral—Perhaps a Different Kind of Legacy 87II the Workshop 978 A Renaissance: The Subscription Economy 999 The Direct Primary Care Disrupters 10710 Business Model Evolution 11911 Purpose, Strategy, and Positioning 13712 Marketing, Innovation, and Risk 15113 Customer Transformations 16714 Two Timeless Truths and Two Theories 17915 Pricing the Relationship 18916 Customer Segmentation and Pricing Tiers 20517 Pricing the Portfolio 21718 Measurements and Moral Hazards 23919 Subscription Business Income Statement and KPIs 25720 Knowledge Worker KPIs and the After- Action Review (AAR) 27921 From Zero Defects to Zero Defections 29722 Adoption Models 31123 What’s Next? 327References 335Index 349

PAUL DUNN is the Co-founder and Chairman of the global giving initiative, B1G1. He holds a Lifetime Service Award to the Accounting Profession in the United Kingdom and is a Social Innovation Fellow in his home of Singapore. He is the creator of the Accountants’ Boot Camp process and he is the inaugural recipient of the Outstanding Contribution to the Profession award given by AccountingWeb in the United Kingdom. He remains the only non-accountant to be honored in this way. RONALD BAKER is the Founder of VeraSage Institute, author of seven bestsellingbooks, and co-host, with Ed Kless, of the VoiceAmerica.com radio show, The Soul of Enterprise: Business in the Knowledge Economy (Thesoulofenterprise.com). He is also a faculty member of the Professional Pricing Society.

• Foreword xiPreface xvAcknowledgments xxiiiAbout the Authors xxixThe Keynote and the Workshop: How to Read This Book xxxiiiI The Keynote 11 What Got You Here Won’t Get You There Thank Goodness! 32 We All Have a Story— Here’s a New One for You 113 Time- Driven Sucks Impact- Driven Matters 274 How Aretha Got It Right 415 This Could Be the Most Important Business Question Ever 476 Thank Goodness— A New Definition for ESG That Really Does Make a Difference 797 The Ongoing Upward Spiral—Perhaps a Different Kind of Legacy 87II the Workshop 978 A Renaissance: The Subscription Economy 999 The Direct Primary Care Disrupters 10710 Business Model Evolution 11911 Purpose, Strategy, and Positioning 13712 Marketing, Innovation, and Risk 15113 Customer Transformations 16714 Two Timeless Truths and Two Theories 17915 Pricing the Relationship 18916 Customer Segmentation and Pricing Tiers 20517 Pricing the Portfolio 21718 Measurements and Moral Hazards 23919 Subscription Business Income Statement and KPIs 25720 Knowledge Worker KPIs and the After- Action Review (AAR) 27921 From Zero Defects to Zero Defections 29722 Adoption Models 31123 What’s Next? 327References 335Index 349