This was posted on the CreativeTal slack group. It explains why charging hourly doesn’t make sense. Just reposting since I found it very helpful.
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lol halevai i would be brave enough to charge $18k for a logo!!
good point though, i like the way it’s explaining it to a customer’s perspective…
I don’t think you can charge 18k until you are as good as the guy who designed the nike or apple logo 
but the point still stands!