In any industry, understanding what business you are really in offers a new lens through which to view pricing options and creates a powerful frame for effectively pricing your offerings.
To effectively market your business you must tell a compelling story about what you offer in a way that resonates clearly with the people you serve. This requires that you understand what business you are really in.
Uncovering our through-line requires us to look at the big picture and at the details, all at the same time. Good thing I’ve spent so many years watching crime shows! I can finally put years of wannabe-detective work to good use!