To charge a premium rate,

You need to charge premium-quality service.

Jason A. Duprat, Entrepreneur, Healthcare Practitioner, and Host of the Healthcare Entrepreneur Academy podcast, talks about increasing the value of your offer through the Value Equation. Continuing from last week’s topic on Alex Hormozi’s concepts, Jason discusses what the Value Equation is, how to use it, and how it can help your business be part of a category of one. Tune in to learn how to charge at a premium rate by providing premium-quality service.


  1. Increase the perceived likelihood of achievement.
  2. Decrease the time delay.
  3. Decrease your client’s amount of effort and sacrifice.


  • Jason discovered this concept from Alex Hormozi.
  • The Value Equation is an important aspect of creating an amazing offer that puts you in a category of one.
  • The equation is written as follows:
    • Value = (Dream Outcome x Perceived Likelihood of Achievement) / (Time Delay x Amount of Effort and Sacrifice)
  • In the business world, this is how people perceive the value you’re delivering.
  • The goal is to increase the Dream Outcome and Perceived Likelihood of Achievement (numerator) while decreasing the Time Delay and Amount of Effort and Sacrifice (denominator).
  • For example, the goal of the client is to lose weight. A high-value service is Liposuction, while a lower value would be a gym membership.
    • Liposuction has a high likelihood of being achieved especially if the physician handling the process is an expert, as opposed to working out with a lower likelihood.
    • Liposuction has a low time delay since it’s an instantaneous change compared to working out which would take months.
    • Liposuction is low effort and sacrifice since it’s a procedure done by the physician, as opposed to working out which is far more difficult.
  • If something has a high perceived value and fairly low cost and is simple to implement, add it to your offer.


“To get yourself into a category of one, maximize your perceived likelihood of achievement, and decrease the time delay, effort, and sacrifice.” – Jason A. Duprat

“To be a category one, you have to provide a tremendous amount of value.” – Jason A. Duprat


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