Welcome to Wednesday. Safe moves are officially off the table.
Yesterday, I almost made the safer move.
I assumed a client might leave.
So I started adjusting my behavior before he even made a decision.
Thinking about how to make it easy for him to say no.
Keeping things comfortable.
Preparing for an outcome I hadn’t actually been given.
That’s how the safer price shows up.
Not as a strategy.
As a reaction.
And most of the time, it happens so quickly we don’t even question it.
Why this matters right now
Underpricing isn’t just about money.
It’s about what you train people to expect.
And what you train yourself to accept.
The safer price does three things:
it minimizes resistance in the moment
it delays full-value decisions
it reinforces a smaller version of your work
It feels efficient.
But it quietly compounds loss.
Not because the market won’t pay more.
Because you never tested the full version of what it would.
That gap is where the money is.
Today’s Move
Rewrite one offer at the full-value version.
Not the safer version.
The full version.
Pick one:
a service you’re currently offering
a package you’ve been keeping simple
a proposal you’re about to send
Then ask:
If I priced this based on the full outcome, what would change?
Adjust:
the scope
the framing
the result you’re selling
the number
Rules:
Do not justify the number before you test it
Do not soften the language to make it easier to say
Do not anchor to what you’ve charged in the past
Make the offer clean enough that the right person can say yes immediately
Then use it.
Not later.
Now.
Proof it works
Yesterday was the last prepaid session for one of my strength training clients.
I wasn’t sure if he was going to continue.
At one point, he had asked how long we’d been working together.
It stuck with me.
I started preparing for him to say no.
So instead of assuming the renewal, I asked directly:
“Today was your last prepaid session. Do you want to continue with the training?”
He said yes.
Then I told him my session rate had increased.
He agreed immediately.
Sent the payment on the spot.
No pushback.
No negotiation.
No hesitation.
The only hesitation in that moment was mine.
The safer version would have been to keep the price the same.
It would have cost me more.
Brazen Boost
The safer price protects you from discomfort.
It also protects you from expansion.
Brazen Law reinforced: What you price signals what you believe the work is worth.
A question to sit with today:
Where are you adjusting before they even decide?
That’s today’s move. Price the full version.
—Martise
Founder, BrazenEra
Building Project Brazen 2026
P.S. - If you’re ready to stop defaulting to the safer version and start making cleaner, higher-value decisions, the BrazenEra Business Club is where we practice it consistently.