June 6, 2026

Just another apple?

Jacob and Matt had me on Just Branding to talk about the horrors of hourly billing and what branding agencies can do about it.

I’ll share the full interview in a few weeks when it’s published, but in the meantime, I wanted to call out a key part of the conversation:

Differentiation.

If your prospects don’t see any meaningful difference between you and your competitors, then they will choose based on the only thing left, which is your price.

All else being equal, the client will virtually always choose the cheapest or one of the cheapest options.

I mean...

If a shopper is choosing between two apples that look the same, and one is $2 and the other is $1.50, which one do you think they’re going to buy?

Therefore, it is critical to be unique in a way that matters to your prospective clients if you want to land work at premium prices.

Yours,

—J