Sent by Jonathan Stark on August 9th, 2019
…but what do I mean by “thing”?
What I DON’T mean by “thing” are deliverables like:
What I DO mean by “thing” are client outcomes like:
The deliverables in the first list may lead to the outcomes in the second list, but you can’t value price deliverables.
(ASIDE: This is what people mean when they say, “price the customer not the solution”.)
You value price the desired outcome, and THEN set a price that is less than the value, and THEN pick a deliverable that costs you less to deliver than the price you have set.
Value THEN price THEN cost.