@big.deal.pod: Paula Scher sketched the Citibank logo on a napkin and got paid $1.5 million. Most people see that as irrational. Shade Zahrai sees it as the clearest lesson in premium pricing. Scher wasn't paid for the napkin moment. She was paid for 34 years of knowing exactly which line to draw. Every brand identity she'd designed, every cultural observation she'd absorbed, every creative decision she'd studied compressed into one sketch. That's compound expertise. Most designers bill by hours worked. The premium tier bills by outcome and by the invisible years of mastery behind it.

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Monday 29 June 2026 21:37:00 GMT