Often I have conversations with clients around a recurring theme — pricing and value.
One recent conversation was with Catherine who was creating a new online teaching course, and she was struggling with what to charge people. I thought her price was really low, and I asked why.
She told me that she just knew not all her customers could afford to take the class and she really wanted everyone to have that opportunity.
I asked how she knew that they could not afford the class. She wasn’t able to answer that question. It was just her gut instinct.
When we dug further with the question, it was really that she would not have paid that amount.