Imagine for a moment that you’re driving down the highway and you’re low on fuel.

You pull off at the next exit and see two gas stations. To your surprise, the one on the right side of the street wants $4 a gallon, but on the left side of the street they’re only asking for $2.

Where are you going to fill up?

For most of us, the answer’s obvious: at the cheaper station. After all, gas is a commodity. Shell and Exxon both sell the same product, no matter how hard they try to differentiate themselves.

So why do we question why our clients balk when we try to command a higher price or reach beyond the invisible ceiling of “market rates”? If all we’re selling is words, why should they pay you twice as much as what I’m proposing? 

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