Behind-the-scenes advice for busy solo professionals courtesy of Michael Katz, Blue Penguin Development

received a new pair of glasses in the mail.


I ordered them online from Warby Parker.

The process was simple … answer a few questions about head width, gender, and design, and I was presented with about a dozen options.

I also considered ordering from a site called EyeBuyDirect. Their glasses were less expensive and I had about 100 frames to choose from.

I got five minutes into it and went back to Warby. To me, it felt like too much effort.

When you offer your services as pre-developed packages, you are simplifying the buying process for prospective clients.

When you don’t, and even if you are providing more choice at a lower price, you are asking them do a lot of mental work before moving forward.

Or, in my case, walking away.