I legally cannot confirm or deny that this idea came to me while making Christmas cookies.
There’s a lot to be said about the value of cookie cutters. They’re quick, efficient, and perfect for producing standardized results. For something obligatory but unimportant, like filling a holiday platter, they’re ideal.
Now, the process might be memorable if you bake with loved ones, but the end result is predictable, forgettable, and utterly interchangeable. If sold, the cookies would only be bought if there weren’t any cheaper options.
That’s the problem of relying on predictability as a value driver. It looks safe – but doesn’t stand out by promising any impact.
The value of expertise lies in nuance, not predictability.
– Predictability is comforting, but deals with basic expectations only, assuming minimal variation between cases.
– Nuance is empowering and addresses complex challenges with context-relevant solutions that exceed expectations.
This is why a “cookie-cutter” template costs $15, while a personalized training session commands $1500—the first is expected to cover the basics, while the second tackles your unique context.
If your value communication relies on talking about hourly rates, on-time delivery, standard steps, or guarantees, you may be signaling “predictable” instead of “valuable.” Value is about solving problems, not offering to run through a checklist.