Don’t Give Away Your Best Ideas Without Pay

Imagine a piano tuner who adjusts keys for free to prove his skill. He spends an hour working, only to have the homeowner say, “Thanks, but we’ll keep looking.” The next day, he’s out of pocket again. This scenario mirrors creatives who pitch strategy or designs without pay.

Your thinking—diagnosis, strategy, preliminary concepts—is your highest-value product. Economic principles tell us that when you give away your core value free, you set a price of zero. Clients learn they can get that thinking at no cost, and your paid work becomes the commodity tasks.

By formalizing a policy that no substantive diagnosis or strategy occurs without agreed fees, you protect your value and your time. Offer a clearly defined, paid discovery package and require a deposit before work begins. The client sees you as a professional, not a charity.

Behavioral economics shows that people value what they pay for. An upfront deposit increases commitment and reduces cancellations. Structured diagnostic phases lead to higher-quality outcomes and stronger client relationships.

Start by drafting a simple policy stating you don’t undertake paid diagnosis or strategy until fees are agreed. Then package a fixed-fee discovery phase at around 10–20% of a full engagement with clear deliverables. Finally, require a 30–50% deposit before any substantive work begins. This approach will safeguard your thinking and ensure clients value your expertise—implement it now.