Isaac had been self-employed for nearly thirty years. His accountant was happy, and he kept aside a healthy salary for himself. Yet he was working 70 hours a week and he could not see a way out. In the first meeting, I established that Isaac had never studied business and his prices had remained the same for years, while he offered an elite service in his field. Within weeks, the pricing model had been altered upwards. Hours per client were curtailed. And he barely lost one customer.