The Graham Cochrane Show · 2026-06-02 · 48 min
The clients who pay you the least are costing you the most. I know that sounds backwards - but after 16 years of building businesses and coaching hundreds of entrepreneurs, I can tell you with absolute certainty: your low prices are not protecting you. They're slowly destroying your business. Now, most people think the solution is simple - just charge more so you can make more money. And yes, that's true. But here's the thing - that's actually the least interesting reason to raise your prices. There are four other reasons your cheap prices are killing your business that have nothing to do with your bank account. And today I'm going to show you exactly what they are. Chapters 00:00 The Cost of Low Prices in Business 00:39 Why Charging More Is the Fastest Way to Grow 02:43 The Bucket Metaphor: Fixing the Leak in Your Business 06:39 Why Cheap Clients Are Your Most Expensive Problem 16:37 Clients' Commitment and the Power of High Prices 28:58 Crowding Out High-Ticket Clients with Low Prices 33:41 The Myth of Small Plate vs.
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