Her tone suddenly changed. She had just asked me how much I would charge for a brand strategy and the answer damn near shocked her. That's the trouble with intellectual work - like art, many people think it's easy. And even though it's the thing that can make-or-break their business, it's oftentimes the thing they least want to pay for. Which is awesome, because many disqualify themselves from working with me. This way, when I actually take on a client, I know two things: they're serious and they respect my work. A positive working relationship is impossible without either of these prerequisites. So when someone doesn't take "thinking" seriously, I know we're not the right fit.