“If you think about a client, bill them.” That’s what I heard senior lawyers say to junior lawyers when I consulted to top City law firms. Not because of greed, but because thinking is the work. If there is no thinking, then there can be no solution.
Bill For Your Brain
As a strategic adviser, if I don’t think about my clients business, I can’t advise or deliver a solution to the problem that’s keeping them awake and their business stuck.
Today, I thought deeply about a potential client and mapped a clean, scalable route to solve her revenue bottleneck. The strategy will add hundreds of thousands of pounds. That value didn’t come from “doing more stuff.” It came from focused, deep, precise thinking, identifying the hidden opportunities, revealing untapped revenue and creating the delivery mechanisms into her business in a way that kept her moving forward, maintaining remarkable client service whilst ensuring her peace of mind.
3 Truths Most Experts Hide Behind “Free”
- Diagnosis is the value. Implementation is the amplifier.
- Ideas are assets. If your ideas move levers that move numbers, they are billable.
- Clarity compresses time spent. One high quality hour of thinking can outperform 40 hours of unfocused action.
As I often say “little hinges swing big doors.” Thinking is one of those little hinges.
How To Bill For Thinking Time
I personally use each of these strategies depending on client specifics. I’ve also shared with other experts in different professions. As with any strategy, do your due diligence and ensure your legals are spot on.
Thinking Retainer: A monthly fee that covers structured analysis, scenario planning, and decision support. Meetings are separate.
Decision Sprint (Fixed Fee): 48–72 hours of concentrated analysis culminating in a one-page Decision Document which is the core diagnosis, the lever to pull, expected upside, and the next three moves.
Strategy + License: Charge for the strategy and explicitly license the client to use it internally. Your IP framework stays yours.
Value-Based Fee: Tie your price to a fraction of the upside you reasonably expect to unlock (with clear assumptions). If the strategy can release £500k, a £25–£50k thinking fee is not only fair… it’s good value for money.
Language and Positioning Ideas for Proposals
The words Clarity. Clarity, Clarity. ring in my ears. There can be no ambiguity because that can damage brand and reputation further down the line. Be transparent… always.
“This fee includes dedicated thinking time which includes research, analysis, and strategy design required to produce the agreed commercial outcomes.”
“The outcome of this proposal buys the thinking implementation services are optional and priced separately.”
“Clarity Deliverables written Decision Document, leverage map, and a 90-day execution outline.”
Every client and every business are different and wholeheartedly deserve a carefully created and well thought out solution to their specific situation.
Boundaries Protecting Your Value
- Don’t “just jump on a call to pick your brain.” Your brain is the product. (I have a great session, Borrow My Brain, which gives people the ability to “pick my brain”, but at a cost.
- Don’t send speculative plans based on what we’ve talked about. Send paid Decision Documents.
- Don’t apologise for fees. But remember price is elastic and without contrast they are perceived as either cheap or expensive. Your expertise and experience means taking responsibility for the decision that delivers your client solution and charging accordingly.
If you believe strategy, a plan or a clear map determines your results, then paying for thinking is the smartest investment you can make.
And if you’re an expert who creates outsized outcomes, charge for the clarity you deliver that makes everything else work.
Remember, Clarity Always Lands After Stillness.
Our greatest successes are build on Peace. Purpose. Profit. In that order.
Therefore, price the clarity because that is the key.
Contact me to discover more.
Love. Gail.