When Clients Brag April 23, 2019 I was discussing engagement options with a potential client not long ago. We got to the point where I reviewed my pricing for those different options. “Hmmm,” she said as she looked up. “I’m on a non-profit board,” she continued, “and recently we were reviewing proposals from several consultants,”…

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A recent marketing gambit by Payless ShoeSource perfectly illustrates the influence that context, association, and geography have on customers’ perception of value and their willingness to pay.

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