Omar ZenhomAward Winning Entrepreneur. Founder of The $100 MBA & WebinarNinja.

You're Underpricing Your Business

25 Jul 2026 · 1 min

Watch on YouTube

1:10

In this solo YouTube talk, Omar Zenhom draws on two decades of entrepreneurship and a personal anecdote involving Patrick Campbell, founder of ProfitWell, to argue that many companies dramatically underprice their offerings. He explains that pricing should be anchored to the market’s willingness to pay rather than the entrepreneur’s psychology. Zenhom claims that raising prices consistently leads to higher total revenue, even if it reduces the number of customers, and that the reluctance to increase prices is primarily a psychological barrier. The core message is that businesses are leaving substantial money on the table by underpricing and should adopt a market‑based pricing strategy.

Chapters

Here's what I've learned after 20 years of building businesses. Almost never do you need more customers to make more cash flow. When I was in the middle of building and growing our software company, Webinar Ninja, I brought on a man named Patrick Campbell. He's the founder of ProfitWell, who later sold his company for $200 million, and he is the pricing expert on the internet. What he showed me was that most businesses are significantly underpricing relative to the value they deliver. Your prices are often way lower than the value you're giving your customers. I'm not talking about slightly underpriced, significantly, which means you have a lot of room to raise your prices. I've tested this over a dozen times and I never make less money when I raise prices. Every single time I raise prices, I might get less customers, but the total revenue I make is always more. And the reason why people don't raise their prices is really just psychological. And that's not how you price. You need to price based on what the market is willing to pay. Otherwise, you're leaving a ton of money on the table.