May 25, 2023

Discount Eye Surgery?

In the early 2000s, I got LASIK so I could drive a car without wearing glasses.

When I was choosing a doctor, do you think I looked for the CHEAPEST one?


I literally looked for the MOST EXPENSIVE option in my city.


Because my perceived risk was high.

Here’s the thing...

If you are really good at what you do, then finding clients who have projects with very high perceived risk (e.g., they’ll get fired if it goes sideways) can dramatically increase how much you can charge.