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While onboarding a new client (a studio at the very top of their niche in the world), my spidey senses were telling me something. What came to mind was classic bit of RevThinking which I shared with them.

It goes like this:

The best firms charge the highest prices.

Right. But why?

Because they produce the best creative, of course.

Or… could it be the opposite? Meaning:

The best firms produce the best creative… because they charge the highest prices.

Yes, it’s wildly counterintuitive, but it works.

To produce better creative, raise your prices. 

Cheers,

Joel

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