If you’ve ever been to a WordCamp – those buzzing gatherings for WordPress creators – you know they’re packed with inspiration, laughter, and a whole lot of learning.
For years, Miami WordCamp was a highlight on my calendar. Out of all the speakers I’ve seen over a decade, Chris Lema stands out. He has this gift: he grabs the room from the first sentence, weaving stories that stick with you long after the event is over… Years after.
One year, Chris shared a story that’s never left me. It was about peanut butter. But really, it was about value – and how easy it is to miss what’s right in front of us.
The Dimple at the Bottom of the Jar
Chris asked us to picture the peanut butter aisle at the grocery store.
You know the one: rows of jars, labels facing out, prices all over the place. Maybe you have a favorite brand. Maybe you’ll pay a little more for it – because it tastes better or reminds you of home.
That’s value – something that goes beyond price.
But then Chris pointed out something most of us never notice: the dimple at the bottom of the jar…
It’s not there for freshness, or to help you grip the jar. It’s there so you pay the same price for less peanut butter. Manufacturers save thousands by shrinking the product, but keeping the price (and the jar) looking the same. Unless you turn the jar over, you’d never know.
That dimple is a reminder: sometimes what looks like a good deal is actually just less value in disguise.
What This Means for Your Business
At Captivation, we work in a variety of industries and serve businesses both big and small, local and global. Every one of them is proud of what they do and wants to share it with the world.
Our job is to help them connect with the right people and highlight the real value they bring.
When people decide what to buy – whether it’s a jar of peanut butter or a new website – they look for “buying signals.” Things like reliability, reviews, and yes, price.
But here’s the thing: for the right audience, price isn’t everything. The real magic happens when value is clear and unmistakable.
Price vs. Value: The Agency Edition
Let’s be honest – when you’re making a big purchase (like hiring a creative agency), price can seem like the biggest factor. But if you focus only on price, you might end up with a lot of dimples and not much peanut butter.
Our mission is to make sure our clients see the full jar – not just the sticker on the shelf. We want them to know what they’re getting: creativity, expertise, reliability, and a trusted advisor who listens and cares as much about their success as they do.
How to Spot the Dimple
Here’s my advice – whether you’re buying peanut butter or professional services:
- Look beyond the label. What’s really inside? Are you getting more, or just paying less for less?
- Ask yourself why you value what you value. Is it taste, trust, experience, or something else?
- Remember that true value lasts. A lower price might feel good in the moment, but real value keeps delivering long after the purchase.
This Week, I Dare You
Next time you’re faced with a choice – big or small – turn the jar over. Look for the dimple. Ask yourself: Am I choosing based on price, or am I investing in value? It’s a small habit, but it can change the way you shop, work, and even build relationships.
Happy shopping – and happy partnering.
FAQ: Peanut Butter Dimples and Value
What’s the “dimple” in business services?
It’s anything that looks like a better deal but actually delivers less-less expertise, less support, less long-term value.
How can I make sure I’m getting real value?
Ask questions, look for transparency, and pay attention to what matters most to you-not just the price tag.
Why do companies use tricks like the dimple?
It’s often a way to cut costs without raising prices, but it can erode trust if customers catch on.
Ready to Find the Real Value?
At Captivation Agency, we believe in offering the full jar – no hidden dimples, no shortcuts.
If you’re looking for a trusted advisor who takes the time to listen and truly understand your needs, let’s connect.
Contact us today and let’s build something real, together.
