For decades, accountants have been taught one core billing truth: Time equals value. You bill time, track time, manage time, and measure profitability by time. As a staff auditor, I recall conversations about "stay within the billable hours," but I always found it conflicting. If the scope grew, why wouldn't we charge for the additional time required? Over the past five years, I have seen this topic come up at summits and conferences. I even did a few presentations as I learned how to charge differently. Now, more firms are realizing that time-based pricing is killing their growth, profitability, and positioning. Time-based pricing cheapens your expertise, anchors your value to effort instead of outcomes, and commoditizes your knowledge. It is time for accountants to stop selling hours and start selling impact.