Pricing & Value

Over-explaining is one of the most common patterns in practitioner value conversations. It shows up in discovery calls that run over time without arriving…

“I found someone who does something similar for half the price.” This is one of the more difficult prospective client statements, and how a…

Launching a new service presents a particular value articulation challenge: the practitioner does not yet have client outcomes specific to the new offering. The…

Testimonials and value articulation are related but distinct. Practitioners often treat them as interchangeable — substituting testimonials for their own value language, or collecting…

Practitioners who communicate well in person often produce hollow emails about their work. The email that announces a program opening, describes a retreat with…

There is a quality that listeners detect in value communication — particularly in discovery calls and in conversations about the work — that is…

Most discussions of value articulation focus on words: the before state, the after state, the outcome language, the specificity. These are real and important.…

Price objections are almost always questions about value disguised as questions about cost.

Many early-stage practitioners assume that value articulation must wait until they have built a significant client outcome library. The belief is: once I have…

A value proposition is the answer to a specific question: for whom does this work produce what outcome, in what timeframe?