How to Separate Yourself From the Competition

Here’s how to be meaningfully different so you can charge more than your completion.


I wanted to hire a Task Rabbit to hang a large TV.

Hourly rates ranged from $23-$47 per hour.

Tim was $47 per hour.

I asked Tim why he was 2X more than other providers.

Here’s what Tim told me:

“Sometimes, when you hang a TV, the bracket requires special screws. I have all the hardware in my car. That means you don’t get charged for me to run to Home Depot.”

“I’ve hung over 300 TVs, so I work fast. Typically less than an hour. People with less experience take 23 hours to hang a TV.”

“I’m often called to fix TVs that weren’t hung properly by less experienced people. Sometimes they’re not level, or there are exposed wires.”

“You told me you bought a mounting bracket. Sometimes I can use the one you have, which means you can return the new bracket you bought, saving you $86.”

Tim won my business.


Tim shined a light on the cost of doing business with people that charged a lower hourly rate.

Price is the last refuge when there’s no meaningful differentiation.

How are you meaningfully different?