Most businesses underprice their work. Raising prices lets you serve fewer clients with better quality, not worse. The speaker walks through a model showing how higher prices and fewer customers actually improve what you deliver.
There might be sometimes cases where you vastly underestimate or undervalue your product or service. It's really rare. But what we want to do when we, you know, increase our prices is we do want to stack some extra value in. And think about it this way, it means we've got more— if we need fewer clients because we're charging more, we've got more time to deliver a better quality product or service. And I've got a model which I'll show you which kind of explains that in more detail a bit later. In fact, here it is. So what we want to do is we want to sell the same thing for more money.
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