I think that the suggestion is to focus on value first and when you deliver a lot of value, the money follows. If following this plan doesn't yield enough mone

I think that the suggestion is to focus on value first and when you deliver a lot of value, the money follows. If following this plan doesn't yield enough money, then look at how you can increase the value of what you are offering. Personally I found Cal Newport's concept of "Career Capital" very useful.