Last week I wrote a reflective piece about being a pro and how that word applies to our work.

There was another idea embedded in it. One that matters far more for pricing and valuing what you do.

That is the importance of juxtaposition.

One of my favorite five-dollar words.

At its core, it’s simple: meaning is created through comparison.

We don’t understand things in isolation. We understand them relative to something else. Which is why this word so much in pricing and value.

During the buying process, value is framed by comparing price against perceived outcome (and risk). That contrast helps a buyer decide whether something is worth it before results exist. This is why value framing at the point of sale matters.

The mistake many of us make is treating that framing as a one-time exercise.

Once the sale closes, the framing stops. But the client’s mind doesn’t stop writing the value story.

As outcomes solidify, the starting point moves. What once felt difficult feels inevitable in this new reality. What’s happening is the gap between “before” and “after” shrinks, meaning the real experience and impact get compressed.

That’s because during the engagement, realized value is no longer judged by price versus outcome. It’s judged by the ending point vs. the starting point.

So if you’re not protecting that starting point throughout the engagement, you’re discounting the real value of your work.

And discounting value can be just as detrimental as discounting price.

(If you don’t know my stance on discounts for advisory work, read this)

Thank you for reading.

Be well. Talk soon.

— Peter

P.S. When you’re ready to be more intentional about how your value is framed — both upfront in pricing and throughout the engagement — that’s the work I do.

We usually start with an audit. It clarifies what to charge, when to reveal it, and how to frame your rates so the value holds over time and leads to higher-paying engagements.