In today's episode, Duane Dufualt and guest Adam Jay explore the concept of pricing perception and its varying impact across different industries and mindsets. They discuss how individuals who are willing to pay more for a product or service tend to pay closer attention to it. This principle applies to various sectors, including technology, retail, and coaching. Additionally, they share their personal experience of moving away from underpricing themselves. They explain that by setting higher prices and being selective about their clients, they have gained more flexibility and improved the overall client experience. They contrast this with situations where they have worked with clients who constantly complain, fail to implement advice, and do not prioritize the relationship. This mindset of narrow-mindedness and lack of action is a common issue among some small business owners. Another key point made in the episode is that not every client is a good fit. Duane argues that the more a business discounts its prices or lowers the cost of its products, the more challenging the customers tend to be. They provide an example of a small tech company that charged a low monthly fee and experienced a high payment failure rate. They found that these customers were more complex and problematic compared to customers who were willing to spend more. Overall, the episode highlights the importance of pricing perception and its impact on customer attention and commitment. It also emphasizes the need for business owners to overcome narrow-mindedness and take action on strategies that can propel their business forward.