The Five Levels of Pricing Success

In a cost-based culture, our focus is on efficiencies. It is not on innovation. And if you are not placing the value to be created for the client at a higher level than your costs or what the solution might be, then you're going to struggle with making value-based pricing work for you. There's a world of multiples where firms make multiples of what you do in a smaller size because they have a culture of innovation and value creation.