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About The Expert 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 events and conferences, and a consultant to professional knowledge 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 twelve courses for them. He is the best-selling author of five books, including The Firm of the Future: A Guide for Accountants, Lawyers, and Other Professional Services, co-authored with Paul Dunn. His Intellectual Capitalism Series (John Wiley & Sons, Inc.) consists of three books so far: Pricing on Purpose: Creating and Capturing Value; Measure What Matters to Customers: Using Key Predictive Indicators; and Mind Over Matter: Why Intellectual Capital is the Chief Source of Wealth.Ron has toured the world, spreading his Value Pricing message to over 90,000 businesspeople. He graduated in 1984 from San Francisco State University with a Bachelor of Science 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, California.

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