Problem

Pricing often feels like a guessing game.

Charge too much and risk scaring customers away. Charge too little and leave profit on the table. For many business owners, this creates a cycle of hesitation, second-guessing, and reactive adjustments. Without clarity, pricing becomes emotional rather than strategic, and both revenue and customer quality suffer as a result..

ONE Principle Insight

Your price is not just a number. It’s a signal to the market about your value, confidence, and who you serve.

When you simplify your pricing to ONE clear price point that reflects the results you deliver, you create a strong position in your market. The right price does more than generate revenue - it attracts the right kind of customer. Loyal, value-aligned customers are not looking for the cheapest option. They’re looking for someone who understands their needs and delivers outcomes worth paying for.

Finding this ONE price point starts with a calm evaluation: consider your costs, study your competitors, but focus most on the transformation your product or service provides. Pricing is ultimately a reflection of your belief in your own value. And as your business grows and evolves, your price point should too. Revisiting it regularly keeps you aligned with both your customers’ needs and your business’s ambitions.

Quick Fix

Review your current pricing: How does it match against the value and outcomes you deliver?

Identify the best price point: What pricing feels both profitable and energising for you?

Schedule a quarterly review: Reassess and adjust your pricing as needed.

ONE Action for Today

Write down your current primary offer and ask yourself: "Would I feel equally excited and proud to deliver this at my current price for the next 12 months?" 

If not, it’s time to refine your ONE price point.

Have you recently adjusted your pricing? I’d love to hear what shifts you’ve made and what results you’ve seen.

Know a business owner who might be stuck second-guessing their pricing? Forward this issue to them.

Next Issue: One innovative idea that can unlock new opportunities for your business.