How much is an avocado worth?

The answer is, it depends.

It depends on the season, the stock levels, how much the customer wants it and the context in which they are buying or consuming it. Buy an avocado from the market, and it might be as little as $2.50. Mash it up, serve it with egg on sourdough toast, and it can be worth ten times that amount to some people.

And that’s the point. Value is contextual and in the eye of the beholder.

If we’re going to get better at creating and communicating our value, we need to know who our beholder is and what she cares about.

Image by Clem Onojeghuo