I think it means charging based on the value of the work to the client not just the cost of doing the work.
That means if you get fast and efficient at doing something valuable for the clients you get to enjoy better margins because your costs are relatively low but the value is high so the customers still happily pay a good amount for it.
That means if you get fast and efficient at doing something valuable for the clients you get to enjoy better margins because your costs are relatively low but the value is high so the customers still happily pay a good amount for it.