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Hourly billing is deeply entrenched and has been widely used for decades, which proves is has some advantages. The case against the billable hour is not that it is not a profitable pricing policy. Rather, it’s that hourly billing is suboptimal (if profitability and value creation is your goal), and its disadvantages outweigh its advantages. It has become, to borrow a term from the medical profession, an iatrogenic illness, that is, a disease caused by the doctor. Time is indeed precious; it's what we give up when we are at work, and thus professionals have started to think their lives are bifu
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