On Pricing

Let’s talk about pricing.

Not in terms of spreadsheets or tax prep. I’m not an accountant, and this isn’t a math lesson. It’s about our relationship to money and the value of our work.

For years, I undercharged my work. It wasn’t some secret sales technique. I was scared.  Scared I wouldn’t get the job. Scared of rejection. Scared of disappointing the client. 

So I’d trim the number and tell myself I’d “make it work.”

Plot twist: I didn’t make it work. I made it worse.

When you don’t charge enough:

• The work suffers.

• You rush.

• You cut corners.

• You start resenting the project.

• You stop thinking creatively.

• You just want to get it done and get out.

Even if you love the work itself, undercharging puts you in survival mode. And you can’t do your best work from there.

You can’t build beautiful things when you’re stressed about bills. You can’t create magic when you’re running on fumes. You can’t give your clients the best of you when you're worrying about how to cover payroll or fix your truck.

Pricing properly isn’t greed. It’s the opposite. Pricing well is how you show up fully. It’s how you honor the work and the people you're doing it for.

A healthy price means:

• You can hire good help.

• You can buy the best materials.

• You have the space to solve problems creatively.

• You can do your best work. Work you’re proud of.

• You can give the project your full attention and energy.

It’s not personal. The number you send in your estimate isn’t a declaration of your self-worth. It’s not even “your number.” It’s the number. The one it takes to do the job right.

And if a client says no to that number, it doesn’t mean you're overcharging. It doesn’t mean you’re not worth that number. It just means your price and their budget didn’t align.

That’s all.

You don’t owe anyone a discount. But you do owe the work the price it takes to do it well.

So price for your best work. Not your worst fears.