[DEMO] DON’T PANIC, THIS IS JUST A TEST2

Most founders price their work based on what they think the customer will tolerate. That's not pricing. That's flinching.

Here's the actual job: figure out what your work is worth, charge that, and let the wrong customers leave.

Three signals you're underpricing:

1. You feel a knot in your stomach before sending the invoice. Your gut already knows what your spreadsheet won't admit.

2. You've never had a customer push back on price. If nobody pushes, your number is too low to be testing the ceiling.

3. You're profitable on paper but the business runs on fumes. Margin shows up in the bank account, not in the P&L.

The fix isn't a 5% bump. It's a number that scares you. Pick the price you'd charge if you didn't need the deal — that's the real price. Anything less is a discount you didn't ask permission to give.

You can't grow a business on prices set by your fear. You grow it on prices set by your math.