Host Shara Hutchinson sits down with Casey Brown, TEDx speaker, pricing expert, and author of Fearless Pricing, to unpack how women business owners can stop undercharging and start commanding prices that match their value. They dig into the mindset shifts behind confident pricing, practical frameworks for communicating value, and when (and how) to say yes to discounts without eroding your brand. Key points Pricing power is yours: Most entrepreneurs overestimate “the market” and underestimate their own ability to set and secure higher prices based on value delivered. From fear to confidence: Move from “pricing not to lose” to pricing to win, anchored in your outcomes and differentiation. Define + Tell = Earn: Clearly define your specific value, then tell it in ways customers feel; price becomes “a bargain” when wrapped in the right context. Value > cost or time: Don’t tether price to hours or inputs. tie it to results, risk removed, speed, and impact. Perfection trap (especially for women): Over-indexing on “it must be perfect” suppresses asks; model confidence to raise the bar for others. Discounts with discipline: If you do pro bono/low-bono, set tight criteria and limits (quantity, audience, purpose) and require some skin in the game” (e.g., a short application). Test your ceiling: Treat the market like a petri dish, raise, observe, iterate. Five straight yeses? Prices may still be low. Your most profitable hour: Steal one hour weekly to review where you’re underpriced and plan a concrete increase and comms. AI as a sales ally: Use AI to role-play tough negotiations, pressure-test objections, and sharpen value messaging. Ripple effect: When women charge what they’re worth, they hire more, pay better, and invest in communities. Real dollars, real impact. This conversation reframes pricing as a confident, value-driven choice—not a reactive guess. Start small if you must, but start now: define your value, tell it boldly, and raise your prices with intention. Connect with Casey  Website LinkedIn  Connect with Shara  Website  LinkedIn