“Why pay him? He’ll work for free.”
That’s what my boss told a new investor who wanted to promote me and give me a proper salary.
The “him” was me.
I’d been grinding on a commission-only deal…
But the business didn’t have the backend, the commercial terms, or even basic infrastructure in place.
So I spent all my time building the system…And ended up working for free.
That’s how my boss saw me.
Not as a builder.
Not as an operator.
But as the guy who’ll do it for nothing.
From his cozy London office or Pub most likely, he thought that was just good business.
And it taught me something I’ll never forget:
Never put yourself—or your business—in a position where it’s undervalued.
Especially if you want to exit one day and actually capture what you’ve built.
That’s why I don’t offer discounts.
I don’t chase bargain hunters or discount zombies.
And I sure as hell don’t shape my pricing for the “just curious” crowd.
I price for impact.
For transformation.
For value that attracts serious buyers—not coupon clippers.
So let me ask you:
Are you pricing to build a business that buyers want….or are you just trying to keep the lights on?
It’s something we go deep into at The Owner’s Table, including a masterclass I ran with Susan Trivers on pricing for value and equity.
If you haven’t watched it yet—now’s the time.
Join The Owner’s Club
- Get the Pricing Mastery & Business Acceleration Workshop
- Learn how to make your business more sellable—without lowering your price
- Free to join (for now)
Sign up here before it moves behind the paywall
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P.S. I’m not the “systems guy,” “process guy,” or “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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Curious about who I am and what I do?
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