At the start of a new year, pricing has a funny way of bringing up a quiet wobble.
You might have already updated your prices.
You might have hit publish on your shiny new price list.
And yet… the moment that first enquiry lands, or someone replies with "I'll think about it", everything suddenly feels a lot louder.
In this episode, I'm talking about pricing confidence, not from a "just charge more" or push-through-the-fear angle, but from a calm, grounded place.
We're exploring why charging your prices can feel uncomfortable even when you know they're right, why moving up a price bracket is often an identity shift (not just a financial one), and how comparison can quietly undermine your confidence without you even realising.
I also share how my own approach to pricing has evolved over the years, what undercharging often really comes from, and why confidence is something that's built after you make a decision, not something you need to magically feel before you send the quote.
If you're starting 2026 feeling steady on paper but a little shaky in practice, this episode is here to help you hold your nerve, stand behind your numbers, and price yourself like the strategic partner your clients actually need.
🎧 Press play if pricing feels uncomfortable, even though you've "done the work" and you want to move forward with more calm and certainty this year.
Timestamps:
00:00: The pricing wobble no one talks about
01:30: Why this isn't a "charge more" conversation
03:00: When pricing becomes an identity shift
05:30: Confidence doesn't come before action
07:30: Why comparing prices undermines you
09:30: What clients are actually paying for
11:30: Undercharging, empathy, and burnout
13:00: Holding your nerve in January
14:30: Pricing confidence is built, not felt
