Rates exert gravity. If you charge more, you’ll spend your time talking to more sophisticated clients, working in better businesses, specializing in projects close to the money. These are compounding advantages. If you charge less, similar dynamics apply.
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It’s probably, unlike a restaurant, a business which takes leads through its website. (Insurance our roofing contractor or real estate or...) So your Day 1 plan is “I can make you a site which gets more leads” and then you specialize in that and related business outcomes, not WP.
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The reason my consultancy worked isn’t primarily that I got really good at Rails or even email; it’s that I got good at applying Rails and email to they key points of leverage in B2B SaaS businesses.
End of conversation
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