Ran across the Business Evolutionist Blog today and found this post on Trading Up, the book by Michael Silverstein and Neil Fiske. John Strande highly recommends the book and has gotten me to order it. I'll let you read his post, but one of Strande's readers suggests that the lessons in the book seem equally applicable to selling both goods and services. I'll post my thoughts on the book (and applying its ideas to legal practice) once I finish it.