Forget the value, remember the values

Stop thinking logically. A simple psychological fact: justification and explanation come after action. In other words, people work backwards. If I ask a stranger to hold a spot in line for me, he’ll like me more for the inconvenience, not less. Why? Choosing to help me leads to conclusion he must like me. Why would someone help a person they didn’t care for? It’s the subconscious at work, and the implications are vast. Action creates result. Barriers dissolve. And logic finds its limits. You create the result. You don’t find it.

So if you’re hitting your pricing and going into your meetings value first, you’re coming at it from the wrong angle. We are built for connection. Forget the logic. Show what you stand for and what you’re about. Yeah, price can matter. But not to the clients you want. The people who are in it for the value are the ones that don’t care about the service. They just need it done. If efficiency is your game, and commodity is your name, maybe that’s your target, but if you’re about the photography and you’re on a mission (and you really should be – life’s too short), that’s a death spiral of increasing work and diminishing returns. Don’t show your value. Show your values.