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I believe his main point is that a client that doesn't know what he wants also doesn't know how much to spend, and sure doesn't want to over-spend. If you find

I believe his main point is that a client that doesn't know what he wants also doesn't know how much to spend, and sure doesn't want to over-spend. If you find someone that doesn't know what they want but is throwing cash around, sure, be the expert that leads them to digital nirvana. Generally though, if they don't know what they want, they don't realize how hard it is and so will be in for some serious shell-shock when you tell them the price tag. At which point you're either lowering your rate to still do the work or you've wasted a lot of time talking to them (which they generally don't expect to pay for unless your forte isn't writing code but "being the expert that tells you what you want").

gk1 9y ago
I think we’re talking about different classes of customers.
HeyLaughingBoy 9y ago
This is where you quickly educate the customer. It's no different than you calling a plumber, only to find out that what you thought would be a $50 job is really a $500 job. If they seem like the type who doesn't understand the cost, you tell them "from your description you're already well into 5-figure development cost." Or "$500 is typically what you'd expect to pay for minor website content updates." This ballpark pricing shouldn't take more than a few minutes to figure out. And it puts the ball back in their court to do more research and figure out if they can really afford the going rates.