Too many small business owners fall into a dangerous trap tying their prices to their self-worth instead of the value they provide.
When you price based on doubt, imposter syndrome, or fear, you undercharge, overwork, and attract the wrong clients. But here’s The Stern Truth:
Your worth isn’t up for debate—your impact is.
Your clients don’t pay for your self-esteem; they pay for results. More revenue, more time, less stress—that’s what they value, and that’s what you should be charging for.
That’s where the real power is. Because when you price based on value:
- You attract clients who respect what you do and see it as an investment, not an expense.
- You free yourself from the endless cycle of overworking and undercharging.
- You set a standard that reflects the transformation you create.
So ask yourself: Are you pricing for value or pricing from self-doubt?
If so, it’s time to step into your power as a business owner.
And that, my friends, is the moment you step into the true power of being a business owner. AND THAT”S THE STERN TRUTH!
You can listen or watch more on this topic last week's THE STERN TRUTH: BUSINESS UNFILTERED episode.
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