I've seen it too many times: service providers, particularly early in their business, creating a false choice between being virtuous and being profitable. Between serving others and serving themselves. Between being honorable and increasing their value. These dichotomies are false.

Relax, professional service provider. Not everyone needs to be your client for you to succeed.

"The Generosity Mindset" selected for the Gwinnett Entrepreneur Center Small Business Book Club

There's a much better and safer alternative to lowering your prices when you're first starting your business.

The key to confidence in your value and your pricing is to focus entirely on the client and their problems.

Pricing signals quality, and it can also signal inferiority of a product or service. A wood craftsman's story illustrates the point.