About 20 years ago, at 446 Finchley Road, I had dinner at a lovely little restaurant called Just Around the Corner. Fabulous food and service, the wine was finest French. In that regard, it was no different to many other dining establishments.

But in one respect it was very different. Just Around the Corner invited you to pay what you thought the food was worth. Very occasionally (the waiter told me) a couple would come in, feast on rack of lamb followed by the Reblochon and all washed down with Saint-Emilion Grand Cru, pay a measly fiver and walk out.

But, for the most part, the clientele paid more than they would have done if there were prices listed. Because most people who eat in quality restaurants are decent folk who want to pay the right amount and love the fact that you trust them to do so.

Yesterday, I was negotiating a services transaction with a vendor who played the JATC card. To my question “What’s it cost?”, he replied – “Pay me whatever you think it’s worth”.

I’m going to JATC the next piece of client work I carry out.

I’ll let you know…