January 7, 2026

The Underlying Reason

One of the things I love about using value pricing for projects is that it improves client satisfaction.

Why is this the case?

Because value pricing forces you to uncover the client’s underlying reason for wanting to do the project in the first place.

Once you know their underlying reason, your chance of delighting them goes way up because you know exactly what their desired outcome is.

Without this information, you’re limited to following “best practices” in the hope that something, somehow, will make them happy.

In this situation, you can do everything “right” but leave the client worse off than when they met you.

It reminds me of the old joke:

“The operation was a success, but we lost the patient.”

Yours,

—J

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