"No one’s going to pay that much."

"No one’s going to pay that much."

That’s what the founders believed.
Their solution was good. The client was a bank.
But they still wanted to price it low, just to get in the door.

It’s something I’ve heard so many times, especially from founders and women I coach:

“I’ll keep the price reasonable.”

“Let’s not scare them off.”

“Better to play it safe.”

But here’s the truth:
Often we’re not pricing based on value.
We’re pricing based on what we think we’re worth.
And that can be dangerously low.

We worked on their positioning, shifting their thinking, and they ultimately went to market with a price ten times higher than the original plan.

And yes, the client paid it.
Because it was worth it.

That moment stuck with me.
How often do we shrink the value of what we offer, just to make it feel “safe” or “reasonable”?

When you really sit with the question, “What is this worth to them?” instead of “What feels comfortable to me?”
everything changes.

I’ve learned this the hard way, too.
When I price too low, I feel drained.
When I ask for what feels slightly uncomfortable… that’s often the right number.

✨ Value isn’t about effort.
It’s about what shifts for someone because of what you bring.

What’s one time you realised you were undervaluing your work, or yourself?