Matthew's Mind

Your wings already exist. All you have to do is fly.

“Fees are relevant in the absence of value.”

– AE Hall of Fame Producer Trail Hogspete & jon



If you don’t have enough intentional, strategic value to offer, that’s a problem. In that case, the conversation comes back to a commoditized product and the costs/fees associated with it.

(How much are you asking for that used Toyota Camry?)

Consequently, if you don’t have confidence in the value you provide – start there. It’s really the only place to start … if you want to bust out of the commoditization trap.

Bring more value first, develop a strategic process second and be transparent throughout.

Sounds simple, but it’s not. That’s why people who commit here dominate the competition.


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