{"type":"video","version":"1.0","html":"<iframe src=\"https://www.loom.com/embed/43a239dd0b464a9f912e3686fcefd073\" frameborder=\"0\" width=\"1920\" height=\"1440\" webkitallowfullscreen mozallowfullscreen allowfullscreen></iframe>","height":1440,"width":1920,"provider_name":"Loom","provider_url":"https://www.loom.com","thumbnail_height":1440,"thumbnail_width":1920,"thumbnail_url":"https://cdn.loom.com/sessions/thumbnails/43a239dd0b464a9f912e3686fcefd073-741d5bb6302a627f.gif","duration":1014.166,"title":"How to Price Design by Problem Level","description":"This Loom explains how designers should size client problems using a four-level ladder to command higher fees. It contrasts “must be nice” (nice to have), “annoyance” (can wait), “keeping them awake” (money linked, leading clients to compare quotes), and “bleeding neck” emergencies (real deadline and burning costs). The presenter shares Tom’s turnaround from charging about £500 to closing a nearly £500,000 project for distillery labels by asking questions like what is driving the project now and what success looks like over the next 18 months. The Loom ends by urging viewers to use those exact questions on their next client conversation and listen for the level 4 problem hidden behind the deliverable."}