You're undercharging and it's embarrassing

I just paid $13 for a smoothie at E+Rose.

That's not a typo.

Thirteen American dollars for what's essentially blended grass and fruits.

No gold flakes.

No rare Amazonian berries.

No anti-aging properties.

Just. Regular. Juice.

And you know what? The place was PACKED.

Meanwhile, I know some of you are out here charging $50/hr for services that actually transform people's lives.

Fucking embarrassing.

The biggest reason most businesses fail isn't because the market is "too saturated" or because "AI is taking over" or some other excuse you tell yourself at night.

It's because you're pricing yourself like a desperate middle schooler selling homemade bracelets.

Here's the truth:

You're in a race to the bottom, competing for scraps with every other desperate "entrepreneur" who thinks undercutting is a business strategy.

You know where that race ends?

Working at McDonalds, putting fries in the bag, asking if they "want to make that a combo."

UNLESS...

Your entire business model is built on volume and operational efficiency (think Walmart or Southwest Airlines), your low prices are just screaming "I DON'T BELIEVE IN MY OWN VALUE."

But the real kicker?

You don't need to justify higher prices AT ALL.

Let me repeat:

You don't need to justify shit.

When you walk into the Lamborghini dealership and ask why the Urus Performante costs $600K, the salesman just says "that's the price."

Not "well, you see, the Italian leather was hand-stitched by virgins during a full moon..."

Just: "That's the price."

Your business should operate the same way.

If you're good — and I mean ACTUALLY good — you can charge whatever the fuck you want, and people won't question it.

There's a caveat though:

You need to provide value that far exceeds your price.

That's where being exceptional comes in.

I was at Pure Sweat Sauna Studio yesterday, sweating my ass off, paying $45 for 45 minutes in a wooden box.

Do I question it? No.

Because I walk out feeling incredible. The value exceeds the price.

So here's what you're going to do:

1. Double your prices today.

2. If someone asks why, just say "that's my rate."

3. Then deliver results that make them feel like they got a bargain.

If you lose a few clients, good. They were the wrong clients anyway.

The right ones will pay, and you'll make more money working with fewer people who actually value what you do.

Stop racing to the bottom with the masses.

Start pricing like you actually believe in yourself.

Because if you don't, why the hell would anyone else?

Talk tomorrow,

Grant

P.S. If you're ready to start charging what you're worth and building a business that doesn't leave you broke and bitter, my personal branding coaching can help. But fair warning: it's not cheap. Because I practice what I preach.