August 24, 2024

Objectives vs Deliverables

It’s common for folks new to value pricing to confuse “requested deliverables” with “business objectives”.

Let’s clear that up!

Here’s a list of deliverables that a client might request:

• A blueprint
• A style guide
• A white paper
• A software feature
• A portrait

Now, here’s a list of business objectives:

• Decreased cost of construction
• Improved brand reputation
• Increased number of job applicants
• Increased customer satisfaction
• Increased speaking fees

Notice that the deliverables (aka outputs) are things and the business objectives (aka results) are state changes.

Once you know the client’s desired business objective, then you have a basis for a value price.

If you only know the requested deliverables, you don’t.

Yours,

—J

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