That’s never been truer.
I realigned the headset of my bike today, following a YouTube video. Last week, I created a visual that a few years ago would have been someone else’s job.
WPP (the world’s largest advertising group) has switched to outcome-based pricing; it’s not a revenue strategy, it’s a proof-of-value strategy. It’s WPP saying, “We’ll only charge you if you can see what we’re worth.”
Perhaps now is the time for coaches not to focus on pound-for-pound comparisons. I’ll help you lose 20lbs if you give me £200 — this is fraught with issues, not least because when a measure becomes a target, it is no longer a useful measure.
Rather, to focus on social value, where health and economic benefits are more than just you or me.
A reasonable question to ask is:
What can we do together that we couldn’t do ourselves?