Charge what it’s worth—not what it costs

Last night I was leaving the festival that everyone posts too many stories about this time of year. After a tumultuous time getting a Lyft from the designated lot the night before last, I decided to walk a few blocks in the cool night air to find a different place to call a ride. 

The police were prepared for this. Each intersection I reached was blocked off for traffic, forcing me to walk much further than I hoped. After about a mile or so, my legs were howling. I had walked too far to turn back but wasn’t sure how much further I had to go. Then, a woman driving a golf cart (decked out with neon lights and a speaker playing house music) rolled up to me. “Want a ride?” She said. “$20.” 

I happened to have two tens in my wallet so it felt serendipitous. I gave her the cash and she told me she could drive me to a Walgreens where I could call a ride, about one mile up. Then, she saw a few other walkers just ahead of us. There were extra seats, and I already paid for the ride. “Want a ride?” She said to them. They started toward us to get in, but then stopped when the driver said “$20.”

This golf-cart side hustler wasn’t charging based on what her time or materials cost. She already made her money with me. She was charging based on what the ride was worth to people with tired legs. Take it or leave it. 

I’m glad I took it. For the lesson, and for my tried legs.