What makes you special? It’s more than just a skillset

Business is personal.

You, the person going into business for yourself, are acutely aware of this. Other entrepreneurs and startup founders are aware of it too.

You’ve got to take a good hard look at your own story. Your professional and personal background. Understand that these are part of your something special. They’re unique to your business, and help you deliver a service that no one else can copy.

"Many investors…highly appreciate businesses where founders still manage day-to-day operations, lead the board or hold some other position of significant influence. The reason is the so-called founder advantage. A study of the S&P 500 by consulting firm Bain & Co. shows that founder-led companies outperformed others by three-to-one in the S&P 500 over a 25-year period.”

— Steven Chen, The Founder Advantage via GuruFocus

This isn’t the time to let the customers shape your narrative. Showing that you understand their problems and have what is needed to accomplish their goals is a great angle to sell yourself.

But your inherent worth, and the value of what you can do, exists far, far outside the realm of pleasing a customer and making the sale. You’re retaining them as much as they’re hiring you.

They would be downright lucky to have you (along with your blend of personality, expertise, and founderliness) in their corner.

That is its own special kind of value, and one you should certainly be factoring into not only your price point, but your entire outlook.