Finding Your "Just Right": The Art of Goldilocks Pricing
I'm going to start this blog with a rant.
I DETEST the crappy, overused, and I think, insulting "charge what you're worth" vernacular. That expression incites tantrums in my soul!
If you've been in my wee corner of the world for a while, you'll likely know that I mix strategy and self-leadership in business. They're like knives and forks, cookies and cream, Astaire and Rogers, they just go together. But under both of these is their very foundation, the soil they must be planted in to flourish - self-worth.
I'm likely somewhat obsessed with self-worth because it's been a hell of a journey to reconnect with mine, which I woven throughout what I refer to as my "marketing memoir" book, Your Next Chapter, since it combines business and life.
I define self-leadership as the shift from the need for external validation to internal authority. In a business sense, this is really about the journey through letting go of comparison, of placing yourself in a category of one when it comes to positioning. And this escorts you toward the next level of your growth - self-worth, embodying the shift from conditional value to owning and honouring your inherent value.
Let's add to this uniqueness: regardless of the market you operate in, the universe has never hosted your unique blend of genes, stories, experiences, perspectives, insights, quirks, and dreams, and never will again.
None of this can dictate a price tag!
Rant over for now.
Now that I've got that off my chest, I'll step down from my soapbox and share my perspective on pricing, which relies on you trusting yourself, your sense of what works for you.
The subject is on my mind because I was in a business mentoring session with a client last week, where we were exploring the development of a new service suite. Naturally, pricing became a part of our conversation.
Our discussion had many layers, but I anchored it with the reminder that you never try to charge what you're worth. Rather, you charge for the value you create.
That value might be:
The problem you solve
The emotional relief you bring
The new team member you secure
The ideal software you install
The shortcut you reveal
The clarity you provide
The possibilities you unlock
The value you create and deliver is shaped by your expertise and lived experience - those skinned knees I often speak of. It's different for everyone and builds over time. It might entail your ability to highlight the strengths of others, to hold space for their growth, to challenge kindly, recommend wisely, or perhaps simplify the swirl that they get stuck in.
There are so many ways you can add value to the world.
And sometimes it gets tricky to work out what and how to charge for this because you're so close to it. It comes naturally.
One of the results of this is that I've seen that we often undercharge for our expertise because we underestimate this value or want to be accessible to all. Or we're influenced by others telling us to lift our prices too quickly, and it discombobulates us,
This is where Goldilocks Pricing comes in.
The Two Ends of the Goldilocks Spectrum
At one end: Pricing so high you feel tightness in your chest. You experience a form of stage fright when you show up at the event, to the Zoom call, or in the meeting. “Charge premium rates” can sound empowering in theory and enticing when you imagine the ensuing bank balance. But if you push yourself too far, the intention for premium positioning can backfire, creating a load of stress and pressure, even prompting self-sabotage.
It's hard to show up as your best self, in flow, when you're in fear!
At the other end: Pricing at a point that creates building resentment. You overdeliver. You feel cranky and under-appreciated. You start dreading the work. You wonder why you’re exhausted and under-earning.
It’s easy to see that neither extreme is an enjoyable or sustainable place to be.
The Middle Ground
Goldilocks Pricing sits in the middle.
Your Goldilocks price point is a number that feels like:
"Yes. This reflects the value I’m delivering. This honours all of my prep time, my presence, my expertise, and my follow-up. This feels good”.
When you feel valued, you show up with your A-game. And when you show up with your A-game, both you and your client win.
A common pattern I see
When it comes to setting prices, 95% of my clients initially lean too far toward the low end of the spectrum. Undercharging is a real thing, especially for smart, thoughtful women who are brilliant at seeing the strengths of others but not quite so good at seeing their own brilliance.
And if you're sparky-brained like me, you might also find yourself ping-ponging between extremes - confidently naming premium pricing one day, then people-pleasing your way into discounts the next. Or overthinking every price point until decision fatigue takes over. The Goldilocks zone helps anchor those swings and gives you a reference point when your brain wants to spiral.
So that’s why I often encourage a gentle stretch upwards. Not a leap. Not to a point where it feels like it might snap you. Just a nudge closer towards recognition of your impact.
As a final reminder, it’s not about charging what you're "worth." It’s about pricing in a way that allows you to:
Deliver your best work
Feel appreciated and motivated
Sustain your business long-term
Give this a go
Have a quick look at your current pricing, invoices or proposals and ask yourself where you feel:
Under-compensated
Stressed and overextended
Grounded, energised and well rewarded
That last one? That’s your porridge. That's your Goldilocks zone! (Sorry to the non-porridge aficionados...it’s my kiwi farm girl childhood kicking in, where porridge was a pretty standard breakfast!)
It will change over time. The subject of pricing this Spark Note addresses is just one small facet of your business positioning, a subject that's significantly influenced by strategy, self-leadership and self-worth.
And it's a great place to start.
A Final thought
I believe your business should serve you just as much as you serve your clients, and to be sustainable, it needs a balanced trilogy of Contribution, Fulfilment, and Financial Reward.
All three matter.
So... is your pricing just right?
If you're rethinking your pricing, or your entire Offer Staircase, this is exactly the kind of strategic work we tackle together in The Spark Collective. When you join, we start with an initial strategy session where we can map out your service suite, refine your positioning, and find those Goldilocks price points that honour your expertise.
Founding member spots are open now - and if you'd like to chat about whether it's right for you, we can connect and chat here.
