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Let’s talk about value — the real kind.
Not the price you charge. Not the hours you put in.
The value your customer receives.
Here’s the simplest way to think about it:
Value = The extra benefit someone gets beyond what they paid.
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Example (Simple + Financial Gain)
Cost to cook a home-style meal: $10
Your meal service price: $15
What the customer would have willingly paid: $20
Surplus value: $20 (value) − $15 (price) = $5 gained.
Good deal already.
But here’s where it gets powerful:
The customer didn’t just save hassle —
they saved an hour they would’ve spent cooking.
If that customer earns $30/hour at work and chooses to keep working instead of cooking, their decision got them:
$5 in surplus value
$30 in earned income (opportunity cost benefit)
Total benefit: $35
Cost: $15
Net gain: $20 from one meal choice.
That’s value you can prove…
Why This Matters
Your offer is not just the thing you provide.
Your offer is:
Time given back
Stress removed
Money freed or earned
Life made easier
Opportunity cost = The benefit someone gains by not doing the task themselves.
When you show that clearly, price becomes obvious — even conservative.
The Big Lesson
Learn to price = more vacation.
Your price is not based on:
How hard you work
How long it takes
What others charge
Your price is based on the outcome, the gain, the life upgrade.
When you understand this, you stop undercharging —
because you finally see what your work actually creates.
And more importantly:
your customer sees it too.
—Panorama News Crew
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