“Because that’s not how it’s done.”
Five words that have killed more businesses than any recession.
Yesterday I shared how I gave away a million-dollar pricing screen for free. But here’s the real reason I fumbled it:
I was following the 11th commandment of FX trading —
Everything must drive volume.
So I forced a square pricing screen into a round, outdated rule.
I never stopped to ask the simplest question:
“Does this rule even make sense?”
Meanwhile, someone else asked that question…
Charged for the same thing…
And built a multi-million-dollar recurring revenue machine out of it.
This sickness isn’t unique to trading floors.
A prospect once came to me drowning in late payments.
Cash flow bleeding out.
Margins collapsing.
So I asked the obvious:
“Why not charge upfront?”
He didn’t even think.
He just repeated the script handed down from the ghosts of his industry:
“That’s not how we do things.”
“My customers won’t accept it.”
“It wouldn’t work.”
“But have you tried?”
He looked at me like I’d suggested sacrificing a Chipmunk to improve cash flow… and walked away.
Six months later, a new competitor arrives.
Offers a 10% incentive for upfront payment.
Customers loved it.
You already know the ending:
One is thriving.
One is gone.
Crushed not by competition —but by obedience.
Every industry has these phantom rules:
- “We don’t charge upfront.”
- “We can’t raise prices.”
- “We must offer everything.”
- “We have to compete on X, Y, Z…”
Who wrote them?
Why do you follow them?
And what do they cost you every single day?
Someone is going to break those rules.
They’ll do it quietly.
Confidently.
And when they do, they’ll eat everyone’s lunch — including yours — unless you move first.
So ask yourself:
What ‘industry standard’ is suffocating your business?
And who will break it first — you or the person who replaces you?
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P.S. I’m not the “systems,” “finance,” or “fix your processes” guy.
I help you fall in love with your business again—Because it finally gives you the life you want today
While setting you up to exit on your terms tomorrow.
Join my list for blunt insights and practical strategies to build a business that gives you your life back – and the power to walk away, when you’re ready, on your terms