Pricing & Value

Your rate history is a record. Not of market conditions or client behavior — those are real factors, but they’re secondary. Primarily, it’s a record of your beliefs…

A practice that offers only individual work has one rate to manage. A practice that offers individual work alongside group programs has a rate structure — and rate…

Most practitioners approach rate increases with an implicit “have first” logic: once I have enough clients, I’ll raise my rate. Once I have enough success to feel justified,…

Economic uncertainty is a legitimate reason to think carefully about timing and positioning. It is not a legitimate reason to hold rates indefinitely below where the work warrants…

This situation is more common than practitioners admit — and considerably more instructive than it’s usually given credit for. A rate increase that didn’t hold contains specific information…

A rate is not just a number. It’s a signal. And like any signal, it either reinforces or contradicts the other signals the practice is sending. When the…

The concern is real. A practitioner who has built a following — through free content, through a community, through years of accessible work — often carries a genuine…

Pricing is a selection mechanism. It doesn’t just determine income — it determines who self-selects into the practice. A rate increase changes not just what clients pay but…

There is a version of yourself that receives a higher rate with ease. That version has the same skills you have now. The same quality of care, the…

When clients leave after a rate increase, the standard interpretation is: the rate increase was too much. That interpretation is sometimes correct. More often, it’s incomplete.