You're Not Competing on Price. You're Competing on Meaning

You're Not Competing on Price, You're Competing on Meaning

You're not competing on price. You're competing on meaning.

Every time you drop your price, not as a strategy, but as an act of fear, you think you're buying safety. You're not. You're buying your own death sentence. Slowly. Quietly. One “discount” at a time.

Two weeks ago, I spoke to a 50-year-old founder.
And I’m still thinking about her.
Not for the good reasons.

She changed careers in her thirties. She’s been in the service business for more than twenty years. Two decades of experience. Two decades of stories, lessons, pain, intensity.

And yet… when I looked at her offers, I thought she forgot a number.
Six hours.
Eighty pounds.
That’s fifteen bucks an hour.

I genuinely thought she left a digit out.

She wasn’t doing it because it was smart. She was doing it because she was scared.
She felt unseen, and picked the wrong enemy to fight: price.

And here’s the worst part: she could have sold two hours for £2, six hours for £10, or the whole retreat for free, and nothing would have changed. Not a thing.

Because the issue wasn’t the price. The issue was the meaning.

She hid everything that mattered.
Her twenty years of experience? Never mentioned.
Why she changed careers twenty years ago? Nowhere.
Her drive? Her story? Her origin?
Nothing.

Just the usual well-being template:
“A nice retreat to reconnect with yourself for only £80.”
Blah blah blah.

It made me sad. Actually sad.
Because you could tell she didn’t see herself.
Not her value.
Not her strength.
Not her difference.

And I see this over and over again.
Founders selling themselves short because they need money and think price is the fastest way out.

It’s not.
It’s the trap.

Raise your prices.
Not to shock people.
Not to look fancy.
But because price has nothing to do with the truth.

Meaning does.

What do they really get from you?
Time?
Clarity?
Freedom?
Power?
Transformation?
A new identity?

Whatever it is, lean into that.
Because that’s what they’re buying.
Not the hours.
Not the format.
Not the model.
The meaning.

A sale happens when a connection is made.
A connection happens when a story is told.
A story works when it reveals emotion, truth, humanity.

This is why storytelling wins.
Every time.

Stop competing on prices.
Start competing on meaning.
That’s the real product.

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