Pricing Fuck Ups. Ep27. Your time is the foundation for your value proposition. Hard-earned lessons for indie brands, from the wrong side of pricing. [part 2]

How to get there

Rod Aparicio
2 min readAug 1, 2022


Start with these 3 questions. Jonathan Stark’s Why Conversation:

Why this?

  • How is it that this project/solution you’re asking for is the right one?
  • What if you do nothing?
  • Aren’t there cheaper options?
  • Aren’t there simpler ones?
  • Is it really an issue for you or is it just a nice-to-have?

Why now?

  • What if you wait 6 months or a year?
  • Can’t it really wait?
  • Is it really urgent?

Why me?

  • Have you tried other options?
  • Why not use cheaper ones?
  • Why not go for something different?

Not only this will make it a real conversation, where your prospect will brain dump all their arguments to the project to see if it’s something worth working on or if it’s a good fit.

It turns the conversation into them making the case and articulating what the value proposition for the project is.

Making the case for these 3 questions brings up:

  • The problems they want to solve
  • Makes them realize if it’s even a real one
  • Gain altitude on what’s their future desired state and
  • What would the value of the project be.

This is what creates the value proposition. Are you two a good fit and does it make sense to work together? You stop pitching. You focus on how to bring your best to help and if you’re not the right one (at the moment), you’ll say it.

If they say it, they believe it. if you say it, you’re just trying to convince.

Finally, build and present price options. It’ll make them compare you to you — how they can use your skills, what value you help create at different stages of commitment, how far your involvement can be — instead of comparing you to others.

Read this post and more on my Typeshare Social Blog



Rod Aparicio

Strategy Designer for Indie Consulting Firms