Bill Ellis on Client-Perceived Value, Staying Teachable, and Why Questions Matter More Than Answers (The Price and Value Journey, Episode 156)
Bill Ellis, brand strategist and host of the What’s the Point? podcast, joins host John Ray on The Price and Value Journey to discuss how professional service providers can build sustainable practices by understanding a fundamental truth: your brand is the value clients perceive in you, not what you think you offer.
With 24 years at Anheuser-Busch before launching his consulting practice in 2004, Bill shares challenging lessons about translating corporate expertise to small business clients. He explains why his corporate approach initially failed with solo practitioners and small firms and how learning to “remain teachable” transformed his practice. Bill discusses how client feedback led him to add “confidant” to his service offerings when clients kept seeking someone they could trust completely to discuss sensitive business and personal decisions they couldn’t share elsewhere.
Bill introduces his “ladder of success” framework, explaining how he realized his own ladder was leaning against the wrong building at Anheuser-Busch. He discusses the importance of asking the question “What’s the point?” to help clients move past assumptions and discover what they’re truly trying to accomplish, why better communication beats more communication, and his formula for culture: core values times behavior equals culture. Throughout the conversation, Bill emphasizes that questions are more valuable than answers and that staying flexible as your practice evolves is essential for long-term success.
The Price and Value Journey is presented by John Ray and produced by North Fulton Business Radio, LLC, an affiliate of the Business RadioX® podcast network.
Key Takeaways You Can Use from This Episode
- Your brand is client-perceived value, not what you think you offer. Success comes from understanding where clients see value, not convincing them to see it where you think they should.
- Remain teachable throughout your career. Bill’s mentor gave him this two-word advice 40 years ago, and it remains central to his practice—admitting you don’t have all the answers is essential for growth.
- Corporate expertise doesn’t translate directly to small business clients. Bill learned he had to “soften his corporate approach” and translate what makes corporations successful into language that relates to solo practitioners and small firms.
- Questions are more valuable than answers. Asking, “What’s the point?” helps clients examine whether they’re pursuing the right goals before building plans to achieve them.
- Your ladder may be leaning against the wrong building. Recognizing fundamental misalignment in your career or practice—not just working harder—is essential for fulfillment and success.
- Client feedback shapes your positioning. Bill became a “confidant” because clients kept seeking that more profound relationship, not because he decided to add it as a service line.
- Better communication beats more communication. When people say, “We need more communication,” they actually need clearer, more effective communication tailored to how different people receive information.
Topics Discussed in this Episode
00:00 Introduction to Bill Ellis
01:52 Bill’s Transition from Corporate to Coaching
05:04 Evolving as a Coach and Consultant
07:49 The Importance of Branding and Value
14:01 Defining the Role of a Confidant
22:12 The Power of Asking the Right Questions
26:07 The Role of a Confidant
27:22 Empathy and Confidentiality
29:56 Communication and Culture
35:43 Core Values and Behavior
38:21 Finding Your Purpose
40:25 Bill’s Podcast Journey
45:11 Conclusion and Contact Information
Bill Ellis
Bill Ellis is a business confidant who works with senior leaders across the United States and the Middle East. His clients range from founders and corporate executives to lawyers, psychologists, and owners of fast-moving service businesses. He helps them think clearly, manage pressure, and reconnect to what truly matters in their work.
Bill’s career includes many years in branding and purpose advisory, which has shaped his belief that clarity is one of the greatest strengths a leader can develop. He brings this same curiosity to his podcast, What’s The Point?, where he explores how people find direction, meaning and resilience through their own stories.
He is also the author of Women Who Won, a collection of stories celebrating remarkable women and the achievements, large and small, that still motivate him. He wrote the book for men and women alike, including his grandchildren, as a reminder that courage often starts with a single step.
Alongside his advisory work, Bill speaks to audiences about leadership, purpose, and the power of clear thinking.
He divides his time between the US and Dubai, where his wife is based, and this cross-cultural perspective informs the way he understands leadership and purpose today.
John Ray, Host of The Price and Value Journey
John Ray is the host of The Price and Value Journey.
John owns Ray Business Advisors, a business advisory practice. John’s services include business coaching and advisory work, as well as advising solopreneurs and small professional services firms on their pricing. John is passionate about the power of pricing for business owners, as changing pricing is the fastest way to change the profitability of a business. His clients are professionals who are selling their expertise, such as attorneys, CPAs, accountants and bookkeepers, consultants, coaches, marketing professionals, and other professional services practitioners.
John is a podcast show host and the owner of North Fulton Business Radio, LLC, an affiliate of Business RadioX®. John and his team work with B2B professionals to create and conduct their podcast using The Generosity Mindset® Method: building and deepening relationships in a non-salesy way that translates into revenue for their business.
John is also the host of North Fulton Business Radio. With over 900 shows and having featured over 1,300 guests, North Fulton Business Radio is the longest-running podcast in the North Fulton area, covering business in its region like no one else.
John’s book, The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices
John Ray is the author of the five-star rated book The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices, praised by readers for its practical insights on raising confidence, value, and prices.
If you are a professional services provider, your goal is to do transformative work for clients you love working with and get paid commensurate with the value you deliver to them. While negative mindsets can inhibit your growth, adopting a different mindset, The Generosity Mindset®, can replace those self-limiting beliefs. The Generosity Mindset enables you to diagnose and communicate the value you deliver to clients and, in turn, more effectively price to receive a portion of that value.
Whether you’re a consultant, coach, marketing or branding professional, business advisor, attorney, CPA, or work in virtually any other professional services discipline, your content and technical expertise are not proprietary. What’s unique, though, is your experience and how you synthesize and deliver your knowledge. What’s special is your demeanor or the way you deal with your best-fit clients. What’s invaluable is how you deliver outstanding value by guiding people through massive changes in their personal lives and in their businesses that bring them to a place they never thought possible.
Your combination of these elements is unique in your industry. There lies your value, but it’s not the value you see. It’s the value your best-fit customers see in you.
If pricing your value feels uncomfortable or unfamiliar to you, this book will teach you why putting a price on the value your clients perceive and identify serves both them and you, and you’ll learn the factors involved in getting your price right.
The book is available at all major physical and online book retailers worldwide. Follow this link for further details.
