> - Never price at the top of the market. It's better to be 100% busy at 80% of the fee structure, than it is to be 50% busy, at 125% of the base rate.

I tend to favor this line of thinking most of the time. But sometimes I'd rather be 50% busy, and pricing is one way to influence that. It is worth understanding the power and purpose of pricing.

My favorite discussion of pricing for consulting is a chapter in 'Secrets of Consulting: A Guide to Giving and Getting Advice Successfully', Gerald Weinberg.

The whole book is a goldmine of useful perspective once you're past the initial round of setting up shop and making sure you are getting paid.