One of the reasons I’ve been advocating for LnD to become engineers over shopkeepers is because the value of content is reducing. Oversupply of video, podcasts, slide decks and free to publish texts mean the price of content has tumbled. Why pay for bespoke when I can get something for nil or neutral cost?

If your LnD function is a shopkeeper, your offer is transactional. Lower your costs and you risk lowering expectations. And if your business doesn’t think they’re getting the expected value from you, they’ll soon look elsewhere.