About a year ago, Susan Trivers and I hosted a workshop on Impact-Based Pricing and building a valuable business, where we discussed how pricing can make or break your business—and how many business owners unknowingly undercut themselves out of fear or hesitation.
Today, a visitor from Paris reinforced everything we taught with a powerful real-world example.
His CGI animation business was struggling in its first year. Customers weren’t biting, even though their prices were rock-bottom.
So they did something counterintuitive.
They raised their prices 5X—and suddenly, they had big-name clients lining up.
Cheap prices made them look untrustworthy. Higher, impact-reflecting pricing positioned them as an authority, created demand, and gave them the resources to reinvest in the business and grow faster.
Now, they’re expanding into new markets and new products—and I’m arranging an introduction for him with a studio owner for future collaboration.
None of this would have happened if they had stayed trapped in the cycle of chasing transactions instead of building a premium business.
But knowing you need to raise prices and actually doing it the right way are two different things.
That’s why we’ve added the Pricing Mastery Workshop inside our free Owners Club Portal—so you can learn exactly how to price based on impact, not fear.
Sign up here to access the free workshop recording.
P.S. I’m not the “systems guy”, process guy” or the “finance guy”. I’m the “start living your best life today” guy, where you grow a business that gives you freedom now and lets you exit on your own terms later.
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