Should bags fly free?

Remember when a plane ticket came with a free checked bag and a carry-on?

Then the pricers got clever.

First, the checked bag became $50.

Yesterday, I went to buy a ticket, and the cheapest option didn’t even include a carry-on.

If I wanted a plane ticket that included a carry-on, it was $36 more.

The value of a carry-on is subjective.

Some travelers need it; some don’t.

By stripping out what used to be standard, the airline created a slice of the market for the more–price-sensitive — people thrilled to pay less because now they can fly, and they’ll deal with “no-carry-on.”

Maybe they’ll just pay $50 to check a bag.

…

Same idea for your firm.

When you look closely at your offer, you’ll spot things you’ve been including by default because “that’s how we’ve always done it.”

Once you question those assumptions, you can build packages that match how different clients value your work — so they choose what’s right for them, and you stop giving away value for free.

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