Here is a video explaining how I helped one of my clients, a digital marketing agency, identify work it was doing for free and start charging a substantial retainer for it. It involves Somali pirates.
The biggest reason this worked was not the pirates. It was,, though I say it myself, the use of outside input (i.e. me). It’s so difficult to recognise when you are doing something briliant, because it feels so easy. As one of my associates put it,
“You can’t read the label from inside the bottle.”
This is one of the principles of Intelligent Pricing Architecture, a systematic process which enables you to stand out from your competitors and put yourself in a category of your own to get paid what you are truly worth.