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How do I answer his question without giving away everything for free?

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I have been asked to have my brain picked on for a marketing consulting project, but its my livelihood - I need to get paid to do this! Additional info after the jump - So a friend is consulting with a firm. This firm wants to take a look at options to expand their product line. I have experience in providing input to what they should expand into and friend asked me if he could pick my brain. How can I set-up a proposal to successfully (in a high level way) answer his question but then they can see the value of bringing me on board for the project (ultimately getting paid for my input) especially that they'll want to get into the details of the high-level ideas. Any examples of proposals that do this?

He mentioned "This may or may not turn into a paid activity."

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