It’s 17:13pm.

I nearly SPIT out my coffee.

Not because of what I said…

But because of what I heard.

Picture this — I’m on a live Zoom call, mid-way through a high-ticket coaching program I’d just joined. There’s a group of high-level entrepreneurs, all trying to scale their offers, break through plateaus, and finally stop playing small.

Things are flowing.

The coach is breaking down why pricing isn’t just about “affordability” — it’s about perception, value, and authority.

And then it happens…

A participant unmutes themselves and says:

And just like that, it was like the needle scratched off the record.

I legit froze for a second.

Because that exact sentence?

That’s the one I used to believe.
That’s the mental prison I lived in for YEARS.

The Hidden Income Ceiling No One Talks About

Most people don’t realise this…

But your income ceiling has almost nothing to do with your offer, your niche, or even the economy. It has everything to do with this: The story you tell yourself about what you think you’re worth.

Let me be blunt:

If you believe “people won’t pay that”…

You’ll subconsciously build an entire business model that ensures they never do.
You’ll attract price-sensitive clients.
You’ll over-deliver and undercharge.
You’ll discount, justify, and feel weird every time you talk about money.

And worst of all?

You’ll start resenting the very business you built.

All because of one unchallenged belief.

How I Broke The Money Wall (Without a Fancy Offer)

The moment I realised this wasn’t a strategy issue…

…but a BELIEF issue?

Everything changed.

Here’s what I started doing differently:

• I stopped asking, “Will people pay this?”
• I started asking, “How do I need to position this so it’s WORTH it?”

Because here’s the kicker:

It’s not about the price. It’s about the perception and relative value.

$10k can feel “expensive” to one person and “cheap” to another.

Same offer. Different belief system. Different impact.

So the real game?

Upgrade your internal story — and your market will follow suit.

A Simple Exercise That’ll Ruin Your Old Beliefs (In a Good Way)

If you’re still stuck pricing low because “that’s what people can afford”…

Try this:

1. Write down your current price.
2. Multiply it by 10.
3. Then ask: “What kind of identity, offer, and client would support this new price?”

Don’t worry if your brain short-circuits. That’s normal.

Mine did too.

But that discomfort? That’s the growth zone.

Step through it, and you’ll never look at pricing the same way again.

Anyway, thanks for reading my email today! I hope you found it useful and if not - thoughtful at least.

I'll catch you later

Cheers,

Chris

​