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Remember that the companies you are working for are outsourcing the work you do because it's not a part of their core competency. If you do work for individuals, you likewise provide something for them that they cannot provide for themselves. They want to be better at what they do, without the challenge of having to do what you do as well.
That means you must be able to define your own core competency as well, and present it to your client (demonstrate it to your client) in a way that enhances them in their own business, among their own customers.