Value is the hidden force that rules your world. Whether you know it or not.
You Think Value, 24x7
When you go to buy a movie ticket, you ask yourself, “Will I really get $13 worth of fun out of this?”
When you buy car insurance, you wonder, “Will that extra coverage pay off?”
When you buy a shiny new laptop, you imagine the hours of pleasur–er, I mean, the speedy compiling and Photoshop rendering.
When you hire somebody to clean your home or babysit your kids, you compare their hourly rate to the amount you can earn by working instead of dusting, or the value of a night alone with your spouse.
Except When You’re Selling
But when it comes time to price your products – or your services – you resort to flipping a coin. You look at what you’re selling and you wonder:
“Gee, what would I pay for this?”
“Who am I to charge that much?”
“If I lower my price, I’ll make more sales.”
“Hmm, it cost $10 to make so I’ll charge $12…”
You buy on value, but you sell on superstition.
The Value Call is Not Coming From Inside the House
Here’s the thing about value:
It’s not in here, it’s out there.
It’s so tempting to look for value inside the thing we’re selling – whether it’s our skills or our products.
But value is not an inherent property of any object. Value is in the eye of the beholder.
How to Think about Value: The Dungeons & Dragons Edition
Sell your widget to Customer A, who uses it to run his business. Sell your widget to Customer B, who uses it to run his Dungeons & Dragons club.
Who gets more value out of your product?
Who would pay more?
Why would you ever try to find one price to rule them all?