#23 The Price Is Perception: Stop Undercharging and Start Earning

In this episode we dismantle the myth that price is a fixed number and show how to shift from cost-based pricing to value-based pricing. Using vivid examples—from parachutes to plumbers and SaaS tiers—we explain how to quantify client impact, use offer architecture and branding to boost perceived value, and avoid common traps like underpricing or blindly copying competitors.

You'll learn practical frameworks for testing prices, targeting the right customers, and treating pricing as an iterative experiment so you can confidently raise rates and capture the true value you deliver.

 

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