LIKE to do differently. I’m not going to start on branding this week but we will come back to in due course. That’s the easy bit. Now for the difficult bit. DO IT. From grim experience this is hard. There are 101 reasons not to (I’ll scare all my customers away is usually the first) and it is sooo easy to leave well alone. Check out the statistics – you think that price is the most important thing to your customers, don’t you? But research shows that price is generally third or fourth, nowhere near the top of the pecking order! I hadn’t changed my chargeout rates for six years when I finally went through this exercise. Put my rates up by 50%. No one really noticed. Okay, time to see if the invalid would like a cup of tea… ]]>