VeraSage

Ronald J. Baker

VeraSage Institute
P: 707.769.0965

Twitter: @ronaldbaker
www.verasage.com

Mission: “To, once and for all, bury the billable hour and timesheet in the professions”

Ronald J. Baker started his career in 1984 with KPMG’s Private Business Advisory Services in San Francisco. Today, he is the founder of VeraSage Institute, the leading think tank dedicated to improving the professions for posterity.

As a frequent speaker, writer, and educator, his work takes him around the world. He has been an instructor with the California CPA Education Foundation since 1995 and has authored fifteen courses for them.

He is the author of the best-selling marketing book ever written specifically for the professions, Professional’s Guide to Value Pricing, Sixth Edition, published by CCH (out of print). His book,The Firm of the Future: A Guide for Accountants, Lawyers, and Other Professional Services, co-authored with Paul Dunn, was published in April 2003 by John Wiley & Sons, Inc., and was the 2003 Book of the Year on SmartPros.com and is in its sixth printing. His Intellectual Capitalism Series (John Wiley & Sons, Inc.) consists of three books so far: Pricing on Purpose: Creating and Capturing Value, published in February 2006; Measure What Matters to Customers: Using Key Predictive Indicators, released September 20, 2006; Mind Over Matter: Why Intellectual Capital is the Chief Source of Wealth, published in November 2007; and his latest book published in December 2010, Implementing Value Pricing: A Radical Business Model for Professional Firms.

Ron has toured the world, spreading his Value Pricing message to over 100,000 professionals. He has been appointed to the American Institute of Certified Public Accountant’s Group of One Hundred, a think tank of leaders to address the future of the profession, named on Accounting Today’s 2001, 2002, 2003, 2004, 2005, 2006, and 2007 Top 100 Most Influential People in the profession, and received the 2003 Award for Instructor Excellence from the California CPA Education Foundation.

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.

Daniel D. Morris

VeraSage Institute
Morris + D’Angelo
1011 W. Taylor Street
San Jose, CA 95126
P: 408.292.2892
F: 408.793.2832

www.cpadudes.com

Mission: “To elevate CPA services to the ‘WOW’”

Daniel D. Morris started his accounting career in 1984 Ernst & Young in San Jose, California. Today, he is a founder of VeraSage Institute, a think tank dedicated to promulgating and teaching Value Pricing, Customer Economics, and Human Capital Development to professionals and businesses around the world. Additionally, Dan is one of the founding partners of the Silicon Valley based CPA firm Morris + D’Angelo.

As a frequent speaker at conferences, leadership development events, CPA seminars and conferences, and a consultant to professional service 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 1998 and has authored and instructed over a dozen courses for them, including: Mining Your Assets: Implementing the Concierge Service Model; Everyday Ethics: Doing Well by Doing Good (with Ronald J. Baker); You Are What You Charge For: Success in Today’s Emerging Experience Economy (with Ronald J. Baker); Developing Today’s and Tomorrow’s Firm and Community Leaders; and Trashing the Timesheet: A Declaration of Independence (with Ronald J. Baker and Justin H. Barnett of the VeraSage Institute).

Dan presents frequently at national and regional conferences including, the Professional Pricing Society, International Cemetery and Funeral Association, American Institute of Certified Public Accountants (AICPA), Association of Accounting Marketing Executives, Principa Alliance, Midwest MAP (Management of Accounting Practice) Conference, IOMA, and various state CPA society educational organizations (Texas, Massachusetts, Iowa, Kentucky, Ohio, and Indiana).

Dan received his Bachelor of Science from the University of Oregon and started his career at Ernst & Young in San Jose. Dan is active with the California Society of CPAs and has held various leadership positions including president of the Silicon Valley San Jose chapter, marketing committee chair, MAP committee chair, and was a charter member of the State marketing committee. Dan serves on the CalCPA Council and is an active member in the Communications Advisory Committee. Additionally, Dan is a member of the AICPA “Group of One Hundred”, a think tank of leaders to address the future of the profession. Dan was a founding member of CPAs Reforming our Profession (http://www.cpas4reform.com) and served on its executive committee. Dan is regularly interviewed and quoted by the San Jose Mercury News and has published articles in California CPA and the Journal of Accountancy. A leading commentary on the value of Dan’s articles is that they are regularly republished by other state CPA societies.

Dan is a graduate of Community Leadership San Jose and served as the President of the leadership alumni organization and was instrumental in creating a leadership development program for San Jose high school students. He is active in community issues and enjoys a good policy discussion anytime.

Dan is responsible for his firm’s marketing efforts and specializes in tax litigation/audit issues, AMT tax planning for high net-worth individuals, foreign sales tax planning, and strategic management consulting for closely held businesses.

For more information on the dates and locations of the events, conferences and CPE seminars presented by the VeraSage Institute, please visit our upcoming speaking events.

Justin Barnett

VeraSage Institute
P: 415.927.7114
F: 415.927.7154

www.verasage.com

Justin H. Barnett started his career in 1980 at Arthur Andersen in Houston, Texas. Today, he is one of the Founders of the VeraSage Institute, a think tank dedicated to teaching Value Pricing to professionals around the world, and burying the billable hour.

As a practicing accountant for the last twenty years, Justin has pioneered with his former partner Ron Baker the practice of public accounting centered on the combined disciplines of Total Quality Service and Value Pricing. He has trashed his timesheets and now co-instructs this course for those accountants who also want to be free of them: Trashing the Timesheet: A Declaration of Independence (with Ron Baker & Dan Morris).

He was quoted and used as an example in the best-selling management book ever written specifically for the accounting profession, Professional’s Guide to Value Pricing, Sixth Edition, authored by Ronald J. Baker, published by CCH. The book has been ranked #1 on amazon.com in Australia and New Zealand and has sold over 35,000 copies.

Justin speaks across the United States spreading the Value Pricing message to thousands of professionals.

He graduated in 1979 from the University of California at Berkeley with a Bachelor of Science in accounting and a minor in finance. He is the father of three and presently resides in San Rafael, California.