If you're managing a project, figure out what the scarce resource is (it's not usually money). Climbing Everest? It's warmth and weight you care about, not how much the sleeping bag costs.
If you're creating a business, figure out what contribution you make and what you offer that your competitors can't. If 1,000 people can provide typing services the way you do, don't expect to get paid a premium.
Scarcity creates value.