If your pricing method depends on nudging your fee upward and hoping you do not scare people off, you are already behind. In this piece, I explain why that logic may work for dog food, but not for consultants, coaches, attorneys, CPAs, and other experts whose value is discovered in conversation, not by testing the market and hoping for the best.

Many solo and small-firm professionals undervalue their work because their expertise feels ordinary to them. This piece explains why clients often see far more value than the provider does, and how better discovery conversations help uncover the intangible benefits that justify stronger pricing.