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In this video tutorial, Ron Sago discusses why many designers undercharge for their work, primarily due to a lack of understanding of the problems they are solving for their clients. He emphasizes the importance of recognizing and articulating the significant business problems being addressed through design, as this awareness can justify higher pricing. The discussion touches on the concept of value pricing, advising designers to move away from selling commodities like websites or logos, which are easily competed on price, to focus on the unique value they provide through their solutions. This approach can enhance both the perceived value of their work and their earning potential.
