The Cost of Social Norms

The key idea here is to keep relationships out of market norms, which is a powerful example. Sean McCabe at one point in his book Overlap talks about how you should only ever work for full price or free. And even people who want to help other people out, like on page 71, he uses an example of the lawyers who were working for AARP. They weren't willing to offer discounted rates, but they were willing to work for free.