December 25, 2017


In the past 24 hours or so, I watched roughly two thousand Christmas presents get unwrapped.

The youngest recipient was about two, the oldest was in his eighties, and the rest were spread pretty evenly in between.

Regardless of age, one thing stood out to me over and over again. And that was this:

There’s is no apparent correlation between the cost of a gift and the delight reflected in the eyes of the person unwrapping it.

I’ve said it before and I’ll say it again:

Value is subjective.

What something is worth to Alice has nothing to do with how much it cost to buy or make, and everything to do with how badly Alice wants it.

How does this relate to our businesses?

Here’s how:

If you can find and solve expensive problems for your clients, you can charge a very high fee for the solution, even if it costs you next to nothing to deliver the results.

Happy holidays!