Captain’s log, stardate 20220115

Listening For Dollars

A core concept of value pricing is this:

The more expensive the client’s problem is, the more you can charge to solve it.

Once you wrap your head around this, the obvious next question is:

How do I find expensive problems?

The answer is simple:

By listening.

That’s all there is to it.

Here’s the thing...

Lots of folks try to “dream up” expensive problems by imagining situations that they think other people might find frustrating.

This doesn’t work.

You can’t find expensive problems by thinking harder.

The answers you need don’t exist in your head, so thinking harder won’t get you anywhere.

Where DO expensive problems exist?

In the heads of the people who you want to help.

How do you uncover them?

By asking questions and really listening to the answers.

Yours,

—J

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