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In this edition of Free Tool Friday, the host discusses the important topic of pricing services profitably and efficiently in the accounting industry. The aim is to ensure clients receive what they need while recognizing the value brought by the service provider. Before diving into the main topic, the host shares thoughts on branding and the perception of service value in the market, referencing Kanye West to illustrate a point about innovative thinking. The host notes that many professionals struggle to recognize the clear reason behind the undervaluation of their services, despite the insights offered by various pricing and marketing experts.