Once there was a cobbler who polished shoes at Rs. 5 per shoe. A wealthy man passed by and asked him to polish his shoes but said that he’d only pay Rs. 2.

The cobbler denied. The man said, “I’m going to pay only Rs. 2.” The cobbler replied, “I’m sorry that you are unable to afford my services. Please find someone else.”

The man was furious and felt humiliated. He yelled, “I am a rich businessman! How dare you say something like that?!”

The cobbler simply smiled and replied, “Sir, I do not deny that you are rich. I only say that you cannot afford my services as you cannot pay me the value equivalent to my services.”

The crowd stopped to look at the commotion. Realising that everyone around was looking at him, the man left. In seconds, everyone started getting their shoes polished from this cobbler. Indeed, his service was good. Some people even gave tips.

This may be a simple story, but it applies to most businesses and companies.