Among the more common questions I get asked is, "How should I price my ______?"

...

If a pilot came to me and asked, "How should I price my piloting?"

I would ask:

Who do you want to fly around?

What's it worth to them?

...

There are lots of people he could fly around – business travelers, execs, sight-seers, military families, seeking-remote adventurers, refugees, vacationers.

…

Those who have more buying power will value any given flight higher.

Those who have more desire to go somewhere will value any given flight higher.

And if he is the only one going where they want to go, at the time they want to leave, in the style they want to go in, and their desire to get there is high, and they have a lot of buying power, he can command a premium.

But at the end of the day, if we wants to enjoy his work, he must begin with the question, "Who do I want to fly around?"

...

Who you want to sell to is one and the same as who you want to work with.

And it's difficult to arrive at a price without knowing who you are selling to, and how they value what you are selling.

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