Are You Charging Enough?

Consultants often say that the most common mistake they see business owners make is pricing too low. On The 21 Hats Podcast, Jay Goltz has said that if he could go back in time and give his younger self one message, it would be, “Raise your prices!” Had he done so, he believes, he would have grown more slowly but more profitably and with a lot less chaos.

How do you decide what to charge? How do you assess whether it’s working? What’s the most important lesson you’ve learned about pricing?