We’re at the end of the year, with my final episode of a season that has ultimately been about owning the power of what you do and positioning yourself for the clients, impact, and income you’re ready for.
So, it feels exactly right to close the year with pricing expert Casey Brown.
I initially invited Casey on the show for her to unpack what she said on her Ted Talk on knowing your worth and ask for it sums up not just my belief about pricing but about branding in general ... which is:
“No one will ever pay you what you're worth. They'll pay you what they think you're worth, and you control their thinking."
And then, as I prepped for this show, I discovered that her pricing expertise didn’t emerge from finance or even sales, but from her experience in lean and OD. She gets us, and she gets our unique challenges with seeing our value and then charging for it.
If you want actionable inspiration on how to take charge of how clients see your worth, starting with how you see yourself, so you can go into 2026 strong, this episode is for you.
Where to dive in:
00:00 The Core Truth About Pricing 00:26 Why This Conversation Matters 02:45 Casey’s Nonlinear Path to Pricing 07:44 Why Pricing Captivates Casey 11:36 Leaving Corporate to Start Her Business 15:25 The TED Talk Insight 21:22 Understanding What Clients Truly Want 29:23 The Power of Questions 37:31 Guiding With Expertise Authentically 43:02 Fear vs. Confidence in Pricing 46:53 Charge for Mastery, Not Minutes 52:48 How Boost Pricing Helps 59:19 Being Bold While Staying Flexible 01:03:00 Betsy’s Closing Reflections
Next Steps


Assess your current pricing mindset. Take a few minutes to identify the beliefs, assumptions, and fears that shape how you price your services. Notice where you may be undervaluing your expertise.


Practice value-focused discovery questions. Select two or three questions from Casey’s approach that help uncover a client’s deeper goals and emotional drivers. Use them in your next sales conversation to strengthen clarity and confidence.

Reach out to me if you want support. If you’re ready to explore these ideas more deeply, you can schedule a call with me. We’ll get to the bottom of what you really need and determine the best first step for strategic support. Book a call. Explore how to work with me.

Other episodes you may enjoy:

Inside My Brand Messaging Process (and Why It Always Works) (Ep140)
How to Know If You Have a Messaging Problem (Ep138)
The Curse of Knowledge: Why Your Expertise Might Be Hurting Your Message (Ep139)

About the guest: Casey helps leaders, entrepreneurs, and sellers discover their true pricing power—and watch their profits rise as a result. Casey’s expertise has helped thousands of companies generate over $1 billion in incremental profits by demystifying customer tactics and arming sellers with practical, ready-to-implement steps to negotiate with courage, price with confidence, and make more money. Her TED talk has been viewed nearly 4 million times.
About the host: Betsy Jordyn is a business mentor, brand messaging strategist, and former Disney consultant who helps purpose-driven consultants and coaches build profitable businesses rooted in their unique strengths. With over 20 years in the industry and a knack for turning big ideas into clear positioning, she's your go-to for strategy that aligns with your calling.

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