From Value Pricing to Pricing Value

CHAPTER 11

How to Decide on Your Firm’s Solutions and Prices

“Older generations say that Millennials can’t commit to relationships.” Natasha’s fingers raced across the keyboard of her laptop. “As a Millennial, I’m calling BS on that. I really want a long-term relationship—but it has to deliver what I need.”

Natasha pushed back in her chair, and reread the opening lines of her “Dear John” e-mail. Why did some people make it so hard to end a relationship? They often implied that she was the one at fault. She sighed. Dumping an accountant shouldn’t be this hard. After all, she’s the client, and she’s not satisfied. End of story. But with his entitled attitude and passive-aggressive manner, he reminded her of a particularly ...