In this episode, Chip and Gini discuss the common practice of providing free proposals and baseline ideas to clients. They argue that professional service providers should charge for these services as doing so adds value and ensures a thorough diagnosis before providing solutions.   They share personal experiences and compare the situation to doctors who would never prescribe treatment without proper tests. They emphasize the importance of understanding a client's business through a paid discovery phase and making adjustments along the way to deliver effective results.   Additionally, they discuss the risks of providing overly detailed plans in early stages, the benefits of quarterly assessments, and the importance of maintaining clear communication and trust with clients.

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