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In this edition of Free Tool Friday, the host discusses the important topic of pricing services in the accounting industry. The focus is on finding a balance between profitability and efficiency while ensuring that clients recognize the value provided. Before diving into pricing strategies, the host shares thoughts on branding and perception of services' value, citing a quote from Kanye West to illustrate the point. Emphasizing that many in the industry don't understand the reasons behind the undervaluation of their services, the host expresses admiration for other thought leaders, including pricing and marketing experts.