The difference is the risk

The difference between charging 300K and 10K to the same client, project, and scope: the risk.

• The risk to ask what’s important to them.
• The risk to make and deliver on a promise.
• The risk to stop thinking of what you can do, to start thinking of what they [truly] want.
• The risk to walk away.
• The risk to push back.
• The risk to be the expert.
• The risk to think big for them.
• The risk of looking dumb.
• The risk to put your money where your mouth is.
• The risk of helping.

Fortunately for all of us, these risks are not physical. 🙂