David C. Baker and Blair Enns lead the creative services industry through the 2Bobs podcast, providing technical frameworks for agency owners. Baker, author of The Business of Expertise, and Enns, creator of The Win Without Pitching Manifesto, utilize their combined decades of experience to dismantle traditional billable-hour models. Their curriculum focuses on high-level positioning and value-based compensation, subjects they explore in depth during their intensive Bootcamps and 2Bobs Live events. A recent win for the duo includes the release of their deep-dive series, Is AI Going to Kill Labor-based Pricing, where they analyze the shifting financial landscape for design and marketing firms. By challenging standard industry procurement habits, they provide a roadmap for firms to transition from commoditized vendors to specialized experts. Their perspective is informed by Baker’s background in motorcycle flight instruction and Enns’s history in international account management, resulting in a provocative, intellectually rigorous approach to professional service management.