Absolutely. I’ve been trying to steer people away from the idea of “charging what you’re worth” for years.

When you consider instead what your work is worth, it’s possible to be much more objective and data-driven. If you can’t say that investing $10k in your work has a reasonable chance of landing someone $100k (and if you haven’t proven that), then that’s probably not a fair price.

Of course, that gets much trickier when we’re talking about lifestyle improvements, relationships, or health, but often customers still have a strong sense of what that’s “worth” to them and we have a responsibility to respond to that while maintaining profitability and product integrity.