Value is in the eye of the beholder. You need to create sufficient value, jointly determined, to provide a huge ROI on your fee.
However, once you’ve achieved a powerful brand, the value is in simply doing business with you. People don’t buy Bentleys for transportation or wear Brioni for protection against the elements.
Value based business return is largely intellectual. More money, less cost. Value based on wanting to be associated with a certain brand is almost entirely emotional. Ego fulfillment.
Emotion is the catalyst for urgency.