1 us dollar bill 

Never spend great effort in get small results

Nor let you client expect great effect from spending very little on you

When I was in engineering, we would pride ourselves not on solving hard problems (that is for scientists) but instead on producing the most valuable results that required the least effort.

In value-based pricing, we’d like the customer to focus on valuable results without regard to our level of effort. Bringing them an extra million dollars of revenue is of the same value whether we put my heart and soul into it for countless hours or did it instantly and effortlessly.

Often clients are focused on “rate times hours.” Sometimes we even get dragged along for the ride leading us to either leave money on the table or lose the sale entirely.

Chris Do is among my favorite speakers on businesses for creatives in general and on value-based pricing in particular.

In this video, he teaches how to escape the “rate time hours” trap.


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Written by Russell Brand

Russell has started three successful companies, one of which helped agencies of the federal government become very early adopters of open source software, long before that term was coined. His first project saved The American taxpayer 250 million dollars. In his work within federal agency, he was often called, “the arbiter of truth,” facilitating historically hostile groups and factions to effectively work together towards common goals


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