How do you compare apples-to-apples when you don’t know what an apple should be?
Let’s look at it this way. We’re going to go out for dinner. I can tell you that whatever restaurant we choose must have a diverse menu, hot food, a big dining room, plates, utensils, salad and free water.
“Well, how much is that going to cost?” you ask.
I respond, “It depends”. This is when my client sighs.
Will we be dining at the “Rusty Spoon Buffet and Flea Market”? It seems like lots of people eat there. They meet all of the requirements mentioned above. Diverse menu, hot, food, big dining room, plates, utensils, salad and free water.
Or will we be dining at the “Silver Springs Resort”? They also meet all of the requirements mentioned above.
Or maybe we will be dining at an establishment somewhere in the middle?