“A man was suffering a problem with his house. The floor squeaked. No matter what he tried, nothing worked. It was making him crazy. A friend finally recommended a carpenter who was said to be a true craftsman. The craftsman walked into the room and heard the squeak. He carefully set down his toolbox, pulled out a hammer and nail, and pounded the nail into the floor with three blows. The squeak was gone forever. The carpenter pulled out an invoice slip o which he wrote the total of $45. Above that total were two line items: Hammering, $2; Knowing where to hammer $43. In your business, be sure to charge for knowing where.” ~ Selling the Invisible