I used to think pricing was about numbers.

How much others were willing to pay.
The market rate.
If it was 'enough' to cover the bills.

Now? I know it’s about confidence.

Last time, I talked about the fear of being seen and how showing up consistently builds trust, credibility, and opportunity.

But there’s another fear that holds so many heart-led entrepreneurs back.

The fear of charging what we’re actually worth.

We tell ourselves:

“I just want to help people—I don’t want to pressure them.”
“What if they can’t afford it?”
“I don’t feel comfortable asking for more.”

Sound familiar?

If you’ve ever struggled to price your work, you’re not alone.

But undercharging isn’t noble.

It’s limiting.

Here’s the awkward truth: when you undercharge, you’re not just hurting yourself.

You’re limiting your impact.

Because if your prices don’t sustain you, your work won’t sustain you, either.

You’ll burn out.
You’ll feel resentful.
You’ll start questioning if it’s even worth it.

And ironically?

When you charge more, people take your work more seriously.

They commit at a deeper level.

They show up ready to invest—not just financially but emotionally.

They get better results.

This is about value, not just price.

How to Price Without the Cringe

If you’ve been pricing based on what feels comfortable, try this instead:

Think about the transformation you offer What’s the long-term value of what you help people achieve?
Look at what’s at stake If someone doesn’t work with you, what’s the cost? What do they miss out on?
Ask yourself: What would I charge if I had zero fear of rejection?

This isn’t about charging for the sake of charging.

It’s about owning your value so you can serve in a way that’s fair and sustainable—for you and your clients.

That’s what we help people do in Vision 20/20.

To price with confidence.
To sell without guilt.
To build a business that works—not just for others, but for you, too.

We’re now enrolling for Tribe 11, starting mid-March.

If this resonates, let’s talk.

JOIN VISION 20/20

Building a business that works for you and for others is easier with support.

Is it time to invest in yourself as much as you invest in the success of others?

Find your supportive community by joining our Vision 20/20 small group coaching program, our Alptitude leader’s retreat, or our business retreat for hippies at Summercamp.