What are you really selling?

If there’s one question I’ve asked more than any other this year — in my pricing audits, advisory calls, even in casual conversations — it’s this:

What are you actually selling…inputs, outputs, or outcomes?

(And right behind it: what does your buyer think they’re buying?)

I ask it so often because it resets everything. It’s the palette cleanser of pricing strategy.

You can’t solve a pricing problem, a scope problem, or a value-framing problem until both sides are clear on what’s being sold and what’s being bought.

Without that alignment, everything downstream decision loses its impact.

So if there’s only one idea to take with you into next year, let it be this one.

Be well. Talk soon.

See you next week.

— Peter

P.S. When you are ready to tighten your pricing strategy, check this out.