Contrarian ideas are powerful, challenging the status quo is powerful. If everyone in your industry charges by the hour, create a fixed price. If everyone in your industry sells components, be the company that sells only bundles. If everyone is showing off about their heritage, be the company that is a new and disruptive thought leader. If the industry norm is to sign clients on to12‐month contracts, be the first to offer month‐by‐month billing with no break clause. Charge based on results, give more away for free that everyone else is charging for, charge for something that others do for free
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