I had a great conversation with my favorite coaching client a while back. In it, I suggested that some of the things she does are incredibly valuable, and that she should be prepared to charge what they are worth. In the ensuing conversation, it became clear that she didn't see value in them because these things were easy for her to do. In that moment, I realized I do the same thing - I discount my own value when I do things that are easy for me, even though some are incredibly difficult for others. One of the core ideas in strategy is that we should learn to do some things so well that what is easy for us is both valuable to customers and difficult for our competitors. What do you do that fits this concept? Do you charge enough for it?