How to Get to the Mindset of Value Pricing

It's impossible for you to have a good why conversation if you're still thinking about scope and I have to create an hourly estimate. And it is kind of drilled into the consultant mindset: It's ours, ours, ourselves, ours, ours,. The most expensive option from point A to point B should be something that only the top 1% of your potential ideal clients can really afford. But don't think everything has to be value priced.