Episode 61: The Big Yellow Penguin with Shaun Jardine
Thu Feb 05 2026
Summary
In this episode, Patrick Patino interviews Shaun Jardine, a proponent of value-based pricing in the legal profession. They discuss the importance of understanding client value, the disconnect between clients and law firms, and the need for lawyers to empower themselves to say no to difficult clients. Shaun shares insights on the significance of pricing policies, the shift from billable hours to value-based pricing, and the role of technology in enhancing legal services. The conversation also touches on the metaphor of penguins as a symbol for change and the necessity for lawyers to embrace new practices to thrive in a competitive market.
About Shaun
Shaun Jardine is an international keynote speaker, consultant, and non-practising solicitor, and a former CEO of a Top 250 UK law firm. He is the founder of Big Yellow Penguin and helpsprofessional services firms move beyond the billable hour to client-focused, value-based pricing.
With 35+ years’ experience, Shaun created the 8-P Point Plan™ and has worked with law firms in the UK and internationally to embed practical change. He is the author of Ditch the Billable Hour! and Ditch & Switch!, sharing proven frameworks and real-world pricing examples.
Shaun also founded Legal GiGZ to bring order to the fragmented legal events world—creatinga single global directory for in-person “business of law” conferences so law firms, suppliers, speakers, and organisers can plan smarter, avoid date clashes, and maximise ROI.
His message is clear: firms don’t sell time—they deliver outcomes. In an AI-driven world, the focus should shift from SaaS to Outcomes as a Service (OAAS).
https://www.linkedin.com/in/shaunjardine/ https://www.bigyellowpenguin.co.uk/https://legalgigz.com/
Takeaways
Lawyers should charge for the value they create, not the time spent.Clients value different things, and understanding this is crucial.Empowering lawyers to say no can improve firm dynamics.Many firms write off a significant percentage of their booked work.Implementing change in pricing can lead to increased profitability.Clients are looking for outcomes, not just legal forms.Technology can streamline legal services and improve client experience.Change management is essential for law firms to adapt and thrive.Best practices from other industries can be applied to legal services.Standing out in a crowded market is vital for success.
More
Summary In this episode, Patrick Patino interviews Shaun Jardine, a proponent of value-based pricing in the legal profession. They discuss the importance of understanding client value, the disconnect between clients and law firms, and the need for lawyers to empower themselves to say no to difficult clients. Shaun shares insights on the significance of pricing policies, the shift from billable hours to value-based pricing, and the role of technology in enhancing legal services. The conversation also touches on the metaphor of penguins as a symbol for change and the necessity for lawyers to embrace new practices to thrive in a competitive market. About Shaun Shaun Jardine is an international keynote speaker, consultant, and non-practising solicitor, and a former CEO of a Top 250 UK law firm. He is the founder of Big Yellow Penguin and helpsprofessional services firms move beyond the billable hour to client-focused, value-based pricing. With 35+ years’ experience, Shaun created the 8-P Point Plan™ and has worked with law firms in the UK and internationally to embed practical change. He is the author of Ditch the Billable Hour! and Ditch & Switch!, sharing proven frameworks and real-world pricing examples. Shaun also founded Legal GiGZ to bring order to the fragmented legal events world—creatinga single global directory for in-person “business of law” conferences so law firms, suppliers, speakers, and organisers can plan smarter, avoid date clashes, and maximise ROI. His message is clear: firms don’t sell time—they deliver outcomes. In an AI-driven world, the focus should shift from SaaS to Outcomes as a Service (OAAS). https://www.linkedin.com/in/shaunjardine/ https://www.bigyellowpenguin.co.uk/https://legalgigz.com/ Takeaways Lawyers should charge for the value they create, not the time spent.Clients value different things, and understanding this is crucial.Empowering lawyers to say no can improve firm dynamics.Many firms write off a significant percentage of their booked work.Implementing change in pricing can lead to increased profitability.Clients are looking for outcomes, not just legal forms.Technology can streamline legal services and improve client experience.Change management is essential for law firms to adapt and thrive.Best practices from other industries can be applied to legal services.Standing out in a crowded market is vital for success.