ETC Playbook


What shall I charge? A simple model to gauge price sensitivity

Regardless of what we tell ourselves, we tend to price our products and services by benchmarking them against what we currently offer or have always charged. There are easy assumptions to be made on what a client ‘would think is too expensive’, or likewise, ‘too cheap’. But have you ever

Poem: The Guy in the Glass

The Guy in the Glass by Dale Wimbrow, (c) 1934 When you get what you want in your struggle for pelf, And the world makes you King for a day, Then go to the mirror and look at yourself, And see what that guy has to say. For it isn’t

Watch: Culture and Furlough with Lyndsey Best of Altair Media

 I’ve called this video between myself and Lyndsey Best of Altair Media ‘Culture and Furlough’ though in truth the ‘lessons’ from our chat can and should be considered regardless of a global pandemic. Lyndsey, as you’ll glean from our conversation, is a contrarian. She freely admits that she likes

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