Value pricing mean that, where our focus as a business is how can we create more value for our clients? How can we change their lives? How can we make as big difference as possible? Knowing that the more of a difference we make, we can also charge a higher price. We create a win win. We both win from that. The customer gets a better result/solution and we get a better price and make more money. So we need to shift away from this cost plus mentality towards value pricing.