Fair prices and other things that don’t exist

Speaking of things that don’t exist – As Soon as Possible, the Middle of Nowhere, the Yeti, the end of the rainbow – here is one more to add to the list:

Fair prices.

After all.

Who decides what’s fair?

Fair to whom?

In what context?

On what day?

Would everyone always agree?

…

There is no universal arbiter of fair prices.

There’s only the buyer, their needs, their perspective, and the context in which they’re making a buying decision.

Which means your job isn’t to find the fair price.

It’s to choose a price that makes sense for your business, your clients, your capacity, and the buyer you’re actually serving.

Don’t waste your time looking for a fair price.

It’s like looking for the yeti.

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