Some time ago, I bought a new pair of ski boots. 

There were a bunch of options on the wall, ranging in price from $300 - $900, and ranging in weight from 4 pounds a pair to 11 pounds a pair.

What was I basing my decision on – 

Weight? 

No. Weight didn’t factor in, though buying the lightest boot would have been the wrong boot for what I wanted it to do. (If the boot was too light, it would have also been too “mushy” and would have collapsed under pressure.)

Price? 

No. As long as the price was within my range, it wasn’t a factor. (Actually, I ended up spending $100 more than I was originally anticipating I would.)

Price per pound? 

LOL, NO. Try and imagine for just a moment a wall displaying a dozen ski boots, priced at $32/pound, $49/pound, and $69/pound. 

Who buys ski boots by the pound???!!! It makes no sense. 

…

So. What was I buying? 

PERFORMANCE.

Ski boot performance is valuable to me – it makes skiing WAY MORE FUN. 

Makers of ski boots know that buyers who value performance will pay more for higher performing ski boots. That’s why the racing boots were $900, and the boots for recreationalists were $300.

...

Business owners who value a “better performing business” will pay more to work with someone who helps drive performance. 

If you have expertise that can drive performance, do not price it by the pound, or just as nonsensically, by the hour.

Understand the value of “better performance” to your buyer, and tie your price to that instead.