This is a 39-minute briefing covering the principles and the steps of the process, with examples and case studies.
I’d say it’s worth watching in its entirely (but then I would say that, wouldn’t I?). But if you’re pressed for time I’ve put the timings of each segment below so you can jump straight to what’s most relevant to you.
0:00 Introduction: who it’s for, who I am, my credentials.
11:18 Principle 1: Water Wants to Flow Downhill, Not Up. Explains, among other things, why 99% of what you hear about value based pricing doesn’t work as described – it’s only step 1 of a 3 step process.
14:40 Principle 2: You Choose Your Own Competitors. Includes the secret of 17 words raised a fee 150%.
18:35 Principle 3: You Can’t Read The Lable From Inside The Bottle. This is probably the single most important point in the whole briefing.
The Process
20:10 Step 1: Understand Your Full Value (and why this is so hard). Includes the story about the Somali Pirates.
25:05 Step 2: Set Up The Right Comparison. Someone is going to set up a comparison; better it be you, and better it be a helpful one.
27:30 Step 3: Package and Present: includes the remedy for McKinsey envy.
33:30 Working Together: how it would work if you decided you wanted me to assist you.
