When prospects invest significant effort in a co-creation process, their brains justify the work by elevating the outcome's value. This cognitive bias reframes the solution from ordinary to extraordinary, making price a secondary concern.
Involving prospects in designing their own solution builds a sense of ownership. This "IKEA effect" increases the solution's perceived value, justifying a higher price and neutralizing competitor discounts, even when the final cost is higher.
A woodworker reframed a transaction from buying a finished product to a collaborative building experience. This shift completely altered the customer's value perception, leading him to happily pay 30% more than the original high-priced item for an imperfect, co-created result.