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This week has been a masterclass in frustration—conversation after conversation with brilliant women who are nailing their craft and changing lives, yet still charging like they're apologising for existing. I think it’s time to address the uncomfortable truth about pricing that's been lurking in every business strategy session. If you’re undercharging, don’t address it tomorrow or next quarter. It has to stop today.

In this episode, I share my own pricing wake-up call and the mindset traps keeping you broke—fear of rejection, good girl conditioning and imposter syndrome. We explore the reframe that changes everything: you're not selling time; you're selling transformation. I walk you through finding your "Goldilocks pricing" and how to raise your prices without apology.

The reality? Undercharging isn't modesty—it's self-sabotage. Every time you discount your rates, you're teaching clients how to value you. Your pricing becomes your positioning. The question is: are you pricing based on fear, or based on your brilliance? Your worth isn't negotiable, and your pricing shouldn't be either.

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