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:

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.