@Nika Marsagischvili I walked through my initial explanation with Astra and came up with the following, which I think will help you develop your pricing strategy. Pain → Consequence → Desired Outcome → Value → Price For example, instead of asking, “What should we charge for this service?” start with, “What problem is the customer paying us to make go away?” Imagine a business owner has a problem costing them $100,000 a year. If your solution reliably reduces that loss by $60,000, charging $10,000–$20,000 may represent an excellent value proposition. The customer isn’t really buying 20 hours of your time. They’re buying a $60,000 improvement. The key concept is the value gap: Value created for customer − Price paid = Customer’s perceived value. So if: - Current pain costs the customer $50,000 - Your solution reduces that pain by $40,000 - You charge $10,000 - Customer receives roughly $30,000 of net economic value That feels dramatically different from saying, “Our service costs $500 an hour.” There are actually three kinds of pain worth identifying. Economic pain is money being lost or opportunities being missed. Operational pain is wasted time, complexity, inefficiency, staffing problems, or hassle. Emotional/risk pain is uncertainty, fear, frustration, exposure, or loss of control. The strongest offers often solve all three. A useful pricing conversation therefore starts with questions such as: “What happens if you don’t fix this? What is it costing you now? How much time does it consume? What risk does it create? What would solving it allow you to do? How valuable would that outcome be?” Then price the solution so there is an obvious disparity between what the customer pays and what the customer gets. The 10-to-1 test. You don’t literally need a 10× return every time, but the customer should be able to look at the proposition and think: “Giving you $X to make this $Y problem disappear is an easy decision.” One other important distinction: don’t price the activity; price the transformation.