Stupid Things Business Owners Do #7
You don’t charge what you are worth.
This one may not be as stupid as it is a mistake or sometimes a different view of value. But sometimes it is just stupid. Now, this is a process. Sometimes a long one. First, you have to understand what you are worth, AND you have to come to an understanding of what your customer values. Then you have to have the guts to play in that market at those prices.
We talk a lot about pricing on the THRIVEcast and it’s a topic we coach our clients on regularly. Pricing is huge and it’s an art form. We may get it right several times in a row, and then make a major error pricing the next customer. Need help? Let us know!
For more information, read my article in A List Apart called Pricing Strategy For Creatives.
One stupid thing you may be doing as a business owner is wasting time reading People magazine instead of Inc. magazine. Fame and celebrity is something created in our own minds and pushed by media. Following your favorite celeb is fine, but it isn’t likely to do you any good in your business unless that celebrity is your customer. 
