If we want to charge a “high” price we need to anchor it against the return the client is going to get back. And, for this, we can use a quirk of how our brains work called “The Primacy Effect”. I used it on my post yesterday. Whatever our brain sees first becomes the most important thing within that context. In Profit First this is why we talk about Sales - Profit = Expenses, not the traditional Sales - Expenses = Profit. Putting Profit before Expenses makes our brain concentrate on it.