When creators launch new work like a book, early clients pay premium prices for fresh expertise. Over time the content commoditizes and the premium vanishes. The advantage goes to whoever's already in the relationship when it's new.
But there's also a time period where the clients that you're working with, either as a speaker or consultant or advisor or whatever, will pay a huge premium for what they— what you've got for a period of time. So you've got a new book that comes out, they bring you in, and eventually all content becomes a commodity. Whether that eventually is in a year or 20, who knows? The trick is the premium is going to be those— to those that are already working with you.
