02/10/2026
Too often experts undercharge, and as a result underperform.
This week an electrician made a house call for me. I’m a liability when it comes to home repairs.
When my wife asked him “how much” (after he had done the work), he said “$175”. To which she replied “ok” and grabbed the checkbook.
He interrupted her to say he was just kidding, it’s only $75, but if she leaves a review for him it’s only $50.
To that electrician…
Your new price should be $175. You got a yes from your ideal client. Someone who is paying you, happily, to solve a problem that they don’t have the expertise to solve, and would rather spend the money than the time to acquire the expertise.
My wife told him she would pay the $75 he costs, and will leave a review.
I don’t know you and I don’t know the electrician, but what I do know is this…
Expertise has a price. There’s a price to acquire it, and there’s a price to access it. Without that price the expertise is unsustainable to maintain, to serve with, and to experience frictionless solutions to the problems for which we hire it.
LIVE MORE. HURT LESS.