The product you buy is good enough. It works, and it produces the result you need. So there is no reason to buy anything more, and there is no reason to spend more money. You are completely satisfied with good enough.
Until the product no longer works. And then you need something better. You need support, service or a better experience. These things cost more to provide, so you necessarily have to pay more to get that experience. Once what you buy works, and you are getting the experience you need, everything is once again good enough.
But then something changes and you need a better result. You need to extract the real value from what you buy so that you can produce the outcomes that you need to produce, maybe even results that are critical to your producing for your customers or clients. Now you need a higher level of value. You need a tangible return on your investment. And, you are willing pay for that level of value. Once you are getting that higher level of value, things are once again good enough.
But the world keeps changing. You are having trouble keeping up with those changes. The product, the experience, and the return on investment are no longer enough. You need a different kind of help. You need help thinking about what you are buying. You need help seeing into the future and making the right decisions. You need help getting in front of the changes so you can take advantage of opportunities and avoid risks. This level of value is greater than all the rest, even though it also delivers those lower levels of value. The price for that value isn’t as important because it delivers a lower overall cost, even if that cost is difficult to quantify.
This process can happen naturally. Or you can have help understanding that a greater level of value is available to you. Someone you trust can help give you a vision of what is possible.