Many of us feel like we're in a market space where people don't value what we do, and it feels like we're commoditized.

And a lot of you have been taught or have taught yourself some crazy rule in the universe where if the market gets tricky, the way you win clients is to do what?

So when we lower our price, what does the other person think if they lose the business to you?

They lower their price.

And what do you do? Lower your price. And then before you know it, you pay the client to do the work. How long can you run a company when you pay the client to do the work? However much cash you have at a bank. And when that's done, your credit card, and then you're done, done. And I'm reading this book, Implementing Value Pricing.

It's written by Ronald Baker.

Highly recommend you read this book if you want to be a master of pricing. And he says in the book, there's no such thing as a commodity. You just lack imagination. You lack imagination. And it gives a couple examples that will blow your mind. So in the example, he talks about like a head of lettuce or cabbage or

something, which you buy at the supermarket, right? You go in there and basically one head of lettuce

is the same as another head of lettuce. If it's organic, if it's fresh, you don't buy one that's

necessarily more expensive if you can't see the difference, right? And so you might be thinking,

I can't differentiate what I do from a competitor. I'm like the head of lettuce. They just buy the cheapest one because they can't see one design firm versus the next, one marketing firm versus the next. And he says, so let's apply a little imagination here. So I don't know if you've noticed, but people have started to sell hand, leap, pre-wash, triple-winsed bags of lettuce.

How much is that?

So one head of lettuce, that's the cheapest version of it, but applying a little creativity and labor, you make it more convenient.

My wife buys the bags.

I buy the bags because I just grab it, thrown in a bowl, and I can eat it. And this is going to hint at an idea in a little bit. So that bag of lettuce goes for more money than the head. And if you take the head and you split up to two or three things, you can sell three bags for four times as much money. And then what they do is somebody's like, you know, why do people even want lettuce in

the first place? Why do people buy lettuce? Make a salad. You want a salad. So like, why don't we throw in some croutons, there's a little cheese on it and have a package of dressing? And now, instead of charging you 79 cents for a head of lettuce, we're going to charge you $12. And then I, Well, why would people buy this one?

Well, let's go Lyce and Wolfgang Puck and call it Puck Express and put that sticker on it and say, you know, it's Wolfgang's dressing. And let's sell that for $14. It doesn't end. It can just go into infinity if you want. Because in Japan, you ever go to a supermarket? They have like a $150 fifty dollar cantaloupe I don't know what that can'telope tastes like but it

better be good so I understand that these are like lovingly cared by Japanese

farmers I don't know what they're doing they're talking to it at night they're

like telling bedtime stories I don't know but it's a hundred fifty dollar can't

get it so there is no limit

to what you can charge. It's just you have to say and you have to come to terms. I lack the

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