February 2, 2026

This Is The Way

IF you only charge for things that are hard to do (e.g., laborious, tedious, stressful, time-consuming)...

AND you feel guilty charging for things you enjoy (e.g., effortless, energizing, natural, obvious)...

THEN you’ll end up building a business that drains you, and you don’t like running.

Here’s the thing...

Find the people who greatly value the stuff that you can do in your sleep with your hands tied behind your back and price your assistance based on what it’s worth to them, NOT what it costs you to deliver.

This is the way.

Yours,

—J

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