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Through charging more we will create more time to think on behalf of our clients and we will eliminate the need to invoice for changes and other surprises.
Our premium pricing will cost us clients from time to time; but if we are not losing business on price occasionally, then we are not charging enough.
Where others talk of their “competitiveness” on this front we will march headlong into the subject, following the ninth proclamation (We will address issues of money early), and boldly explain that we are likely to be more expensive than other options under consideration.
The surest way to commoditize our own thinking is to sell it in units of doing: time.
The larger client pays more to ensure his commitment to solving his problem and to ensure his commitment to working with us – and he pays more because we are delivering a service that has a greater dollar value to him.
We will seek respect above money, for only when we are respected as experts will we be paid the money we seek.
The opportunity for us to have a meaningful impact on the world has rarely been larger.
When we express our resentment for the client who does not value us, we are really expressing our self-loathing for not being able to walk away from him.
