Anything can be value priced

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:

A mobile app
A software feature
A system architecture
A data migration plan
A professional head shot
A style guide

What I DO mean by “thing” are client outcomes like:

Closing their next funding round
Increasing their customer satisfaction
Decreasing their risk of system failure at scale
Decreasing their downtime during system upgrade
Increasing their professional image
Improving their brand consistency

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.

Yours,

—J