There’s a Filipino restaurant an hour from my house. On their menu is pork and chicken adobo.
Making adobo is easy. You need a meat, soy sauce (optional), vinegar, black pepper, more garlic than you can tolerate, and bay leaves. You mix it all together in a pan with some oil. You cook it until it’s done. Maybe reduce the sauce to your desired thickness. The entire thing costs less than $10 per serving… easily.
The restaurant charges $20. Why?
What story does a restaurant owner imagine we tell ourselves about Filipino food? Do we think it’s exotic? Uses ingredients we might not have readily available?
The value of something may be more associated to the story the purchaser gets to tell themselves about your product than your costs.
If you want to make a bigger impact, help people tell themselves a better story.
