When a friend was shopping around for a logo designer she got several recommendations and then asked for quotes. The range was extraordinary, but no more extraordinary than her reaction.
The companies that quoted below what she felt was reasonable were immediately discounted and they lost her business. They were just too cheap to be good.

Why do we pay more to sit in row F than row Z?
What makes a $10 chocolate bar worth $10?
Why is a ticket to TED worth $8,500 when you can watch all the talks online?

Value is always measured in more than the sticker price. Everything we do is sending a signal to our customers and giving them a story to tell, both to the world and to themselves.

Three questions for you then…

1. What’s the story your prospective customers tell themselves about you?
2. Is it the story you want them to be telling?
3. What do you need to change or amplify to make that happen?

The assumptions we make and the answers we give are not necessarily true—they are stories we (need to) believe.

Image by Rigmarole.