One reason larger clients pay more is they derive greater financial value from similar work we would do for smaller brands.

The subjective theory of value is the idea that the value of an object or service is not inherent and is instead worth more to different people based on how much they want or need that object or service.

This theory of value places value on how scarce and useful an item is, rather than basing the value of the object on how many resources and man hours went into creating it.

So value truly is in the eye of the beholder, and doing work for different brands, with different goals and problems means our work should go beyond simply pricing input and output.

To charge Fritz-kola what we would charge Coca Cola for the same work would be irresponsible. The larger client pays more to ensure their commitment to solving their problem and to ensure their commitment to working with us – and they pay more because we are delivering a service that has a greater economic value to them.

Price the client, not the job.

George Kroustallis // Minorstep