Most vets work far too hard for far too many hours for too little return. The main reason is vets’ misunderstanding of, and the failure to deliver the four key outcomes they must balance in the consultation process: clinical care (cases), commercial viability, (cash), client experience (clients) and team harmony (culture). Using a study of perceptions of clients and veterinarians on what attributes constitute ‘a good vet’ we can balance these four conflicting outcomes of every consultation and charge a realistic veterinary professional fee based on their financial and business needs and then demonstrate real value through practicing good veterinary medicine for the benefit of the client, the patient and the practice.