Dearest Reader,

What’s the most infantilizing piece of business advice and why is it charge your worth.

If I had a dollar for every time I heard it…well, I’d still feel underpaid.

I would genuinely rather sit through a live taping of Flagrant where Akaash Singh called in sick and we had the distinct displeasure of an Andrew Schulz monologue than hear this phrase again.

Our worth isn’t a line item.
It’s not something a client can swipe a card for.

It's innate. It existed before we ever sent an invoice. It’s especially untouchable by things as flimsy as metrics, impressions, or follower counts (which, by the way, will get their own takedown in my upcoming mini-series on LinkedIn, The Fragility Chronicles).

I once watched a brand-new coach triple her prices overnight because someone on Instagram told her to “step into her worth.”
She didn’t change her offer, her delivery, or her positioning. She just raised her rates and waited for the universe to applaud.

The universe…did not applaud.
Her sales flatlined, her confidence tanked, and she started questioning her talent.
Not because she wasn’t capable, but because she’d been sold the idea that her pricing was somehow a reflection of her personal value.

Telling people to charge their worth suggests pricing as a mirror when in reality, it’s a map.​
It’s how we navigate value exchange—balancing outcomes delivered, required margins, perceived demand, positioning, market context, and buyer psychology.

It’s math and messaging, not a self-esteem exercise.

When we treat pricing like therapy, everyone loses:

• Founders burn out trying to “prove” their worth with bigger price tags.
• Buyers get confused because the price no longer signals the value they’re actually buying.
• Businesses become fragile—built on vibes instead of viable economics.

Stop “charging your worth.”
Start pricing the value of the outcome and making sure the math supports a sustainable business.

This is just one of the topics we’re digging into at next week’s Secure the Bag Virtual Summit—where we’ll unpack how to package what people actually buy, price it with confidence, talk about it online and secure the yes without gutting your margins.

​Do you have your pass yet?

Until next week, happy selling!

Talica