In the long run, to be the cheapest is a refuge for people who don’t have the flair to design something worth paying for, who don’t have the guts to point to their product or their service and say, “This isn’t the cheapest, but it’s worth it.”
- Maybe you’re doing your consults for free.
- Maybe you’re doing the work for a fixed fee that’s below everyone else.
- Maybe you’ve cut your retainer so it’s the lowest in town.
- Maybe you’ve slashed your hourly rate.
- Maybe you write down your associate’s time.
- Maybe you write down your own time.
What’s the impact of your decision? If you’ve figured out a way to make money, have time, and stay at the top of the game—while still being the cheapest—then you’ve got it figured out, and I admire what you’ve done. I’ve yet to meet anyone who’s truly doing that for “the long run.” Seth says, “Every great brand (even those with low prices) is known for something other than how cheap they are.” Seth is right.
