Journal: The Folly of Competing on Price

Competing on price instead of value is a trap that too many talented people fall into.

It’s a decision that is often the result of not understanding how to effectively articulate the difference between what you bring to the table versus everyone else doing similar work.

When potential clients can't see what makes you unique, they default to choosing whoever's cheapest. That's not a sustainable business strategy. That's a slow race to the bottom.

Your personal brand is what prevents that commodification.

It's the reason someone chooses you even when you're more expensive.
It’s the reason someone chooses you even when your process takes a little longer.

Your brand lays the foundation for trust long before the first conversation. It lends to the reputation that makes price less relevant than fit.

The question isn't whether you can afford to build your personal brand. It's whether you can afford not to.