Discrimination: being able to tell one thing from another.
Here’s Cambridge dictionary definition: “the ability to judge the quality of something based on its difference from other“.
Discriminating clients is a good thing.
Because they value things differently.
Because they have risk perceptions that are different.
Because they also want to be treated differently. Does VIP treatment ring a bell?
Of course, when hearing that you have to apply price discrimination, you cringe, because who wants to be mistreated? But we also forget that this word —in this context— is not about that.
Here’s the thing.
Your business needs to discriminate and be non-inclusive.
Because you can’t be for everyone.
You can’t serve everyone.
And you can’t attend the whole market —only a portion of it. Even in a monopoly.
You can only focus on the ones that can fund your mission.
Because when you have that fund, you can keep on pushing on helping the ones who can’t afford you —if you choose to do so.