Service providers can design experiences so valuable that clients feel they got them free, while charging premium prices. A master chef's anecdote shows how exceptional value justifies 10x markup. The trick is making perceived value so high that billing feels like an afterthought.
You can create extraordinary experiences and charge for them. I was reading this book about hospitality, particularly in the restaurant industry, and telling this wonderful story about this huge service that was being provided and this extraordinary experience, right, that they— that the author had received at the hands of a master chef. And then it ends with, and there was no bill. The thing is, I want you to have something where you can charge, where your client says, this was great. This was totally worth it. This was a 10x experience. And I— so I would like you to have that. The findings are so extraordinarily high value that the client feels like there was no bill, but there was a bill and that you still get paid well for it. And it's okay. We are in business here, creating value, sharing our services. It's not the case that service has to involve no bill.
