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  • Writer's pictureJoel White

100 Thoughts on Pricing: #9

Cash neutral isn't good enough- be cash positive. When your customer cancels a project because they failed to raise money, or didn't plan properly, or changed execs and wants to bring in a different vendor, you want to be in a position of calculating what refund you'll send, not chasing a winddown payment the client will try to dispute and negotiate down at all costs, usually after all work is complete.

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