Why this is in my collection
From the publisher:
One of the greatest challenges facing business owners globally is that they simply don't charge enough for what they do. And this leads to all kinds of nasty problems. There has never been a better time to put an end to this self-destructive business practice once and for all. Someone Has To Be The Most Expensive, Why Not Make It You? is the culmination of Andrew Griffiths' thirty-five-year entrepreneurial journey. This has seen him travel the world as an author, speaker and commentator, working with business owners in every corner of the planet to help them create enterprises of substance and
Highlights
- Underpricing is a self-destructive spiral — Griffiths' central diagnosis: charging too little starves the business of the margin needed to deliver quality, which then justifies the low price; breaking that loop is a positioning decision, not a cost calculation.
- Someone occupies the top of the market — it's a choice — the premium slot in any niche exists whether or not you claim it; for an independent consultant, deciding to be the expensive one reframes the entire rate conversation.
- Price is a signal clients read — prospects infer competence from the rate itself; a modest rate quietly tells the market the work is ordinary, undermining an authority position no matter how good the content is.
- Premium pricing demands an enterprise of substance — the book is emphatic that the high price must be backed by genuine depth; for a consultant that substance is the method itself — a published body of work and working systems — not charisma.
- Higher prices filter for better clients — expensive positioning repels bargain-hunters and attracts clients who value outcomes, effectively enforcing an ideal-client profile through the price mechanism instead of through awkward qualification calls.
- Confidence in the number is part of the offer — hesitation when stating a rate undoes the positioning; the rate should be a settled, documented decision (a rules-first move: decide once, apply consistently).
Highlights on this page are generated with the help of AI.