Premium isn't a price tag. It's a decision.

I’ve had a few people ask me about pricing lately.

They say "What should I charge?"

But it’s the wrong question in my opinion.

That question keeps you trapped in the middle, fighting for scraps in the sea of sameness.

The real question is: What standard are you committed to?

Because pricing isn't a number you pull out of thin air. It's a declaration of intent. It’s a signal to the market (and to yourself) about the game you've chosen to play.

When you compete on price, you're choosing to play the game of "who can be the most average?" It's a race to the bottom, fueled by compromise, corner-cutting, and your own burnout.

Being "expensive" isn't the goal either.

Being the undeniable choice is.

Here’s my response to their question:

Don't set a price based on your costs or what the cheap competitor down the road is doing.

Make a decision to be premium. Then, stack so much damn value into your offer that the price becomes irrelevant.

Premium is a commitment.

It’s a commitment to constant innovation when others are static.

It’s a commitment to iterating and improving when others are "good enough."

It’s a commitment to an exceptional client experience when others just transact.

You choose excellence first. The price follows. 

Then the extra margin you create isn't just profit; it's now rocket fuel for you to reinvest into being even better. Better team, better tools, better service, better everything.

"But Dian, my clients won't pay that!"

You’re right, the wrong ones won't. And every time we’ve done a price rise, a few people have decided to leave us. But many also come back after they try the alternatives for a while. 

In the end, the right ones are waiting for someone like you to give them a reason to invest. They're tired of all the average shit out there today. They're looking for the new benchmark. A business like yours doing it better in a sea of average.

How to put this into practice

It's not about adding more fluff. It's about adding specific value where it matters. For example:

If you're a service-based business (Agency, Consultant, Coach):

• Create a world-class onboarding experience. Don't just send a welcome email. Send a personalised video. Mail them a welcome kit. Have a dedicated 90-day kickoff plan that makes them feel like they're your only client.
• Implement a better communication plan. Proactively send weekly summary videos or reports. Set clear expectations for response times and then beat them, every time. The goal is for your client to never have to wonder what's going on.

If you're an e-commerce or product business:

• Engineer an unboxing moment. Don't just ship a product in a brown box. Use custom packaging, a handwritten thank-you note, and a small, unexpected gift. Make opening your product an experience worth sharing.
• Create bulletproof post-purchase support. Offer a video library of tutorials. Have a real person available for customer service who is empowered to solve problems, not just read scripts. Guarantee your product in a way that makes buying a no-brainer.

Circling back to my earlier point:

Being premium isn't just about being expensive.

This is about making a decision to not be average.

So forget your current price list for a moment.

Ask yourself: If I were forced to charge double, what would I have to do to make my offer so good that my ideal client would consider it a bargain?

Make a list.

That list is what you’re shooting for.

Stop competing for scraps and start leading.

Take care and have a great week.