> ## Content Index
> Fetch the complete content index at: https://kelfordinc.com/llms.txt
> Use this file to discover other available public pages before exploring further.

# Daily Lab: Are you selling hours or insight?
- URL: https://kelfordinc.com/daily-lab-are-you-selling-hours-or-insights/
- Published: 2023-03-30T11:08:10.000Z
- Updated: 2026-01-27T17:36:33.000Z
- Description: Which would you rather do? Increase your effort or your insight?
- Author: Joel Kelly
- Tags: Daily Labs, value, service, scale, effort, pricing, process, constraint

If you’re a service provider or consultant, write down your average project cost. For the sake of simplicity, let’s say it’s $10,000.

Now, take out a piece of paper and write down, in 5 bullets or less, an outline for a *single-page* document.

This page will contain information, procedures, processes, or insights that are unique to your business, and worth $10,000 to *somebody*.

Not the promise of *implementing* the procedure, not a *proposal* for a project—no, the page itself, with *just your insights and writing*, must be worth $10,000 to somebody.

(For this exercise, you’re not actually writing the full page. You’re just writing down some bullets about what it *could* contain)

Because here’s the thing: If you’re a service provider or consultant and you aren't able to think of a single page of insight someone would pay for, what *are* your clients paying for?

**If it’s not your expertise, it’s your hours.**

Which means to grow your profit, you’d need to scale your *effort.* Which is the fastest way to end up [busy, but broke](https://kelfordinc.com/on-being-busy-but-broke/).

Or, you can decide to scale your *expertise*.

You can grow your insights, refine your process, and articulate your procedures.

And you can sell *that*.

So, which would you rather do? Increase your *effort* or your *insight*?

It’s not that you'll have to choose one day, it’s that you've already chosen.

**But it’s never too late to change your mind.**