Four Stories of Unclaimed Potential

Playing for Pennies

Imagine a gifted violinist performing in a bustling subway station, playing for spare change. People throw a few coins into his case - some not even looking up at the musician. Meanwhile, a few blocks away, an audience pays top dollar to watch the same violinist play at a grand concert hall, hanging on every note.

This scenario isn’t just about location. It’s about perceived value. The musician’s skill hasn’t changed, but the context and positioning have. In one setting, he’s overlooked, underpaid, and taken for granted. In the other, he’s celebrated, respected, and generously compensated.

Consultants often do the same thing. They offer incredible problem-solving, business insights, or strategic vision, yet they “play” in the wrong place or with the wrong packaging. Prospective clients might see them as just another generic consultant - nothing special, just background noise in the corporate subway station.

When you reframe how you present yourself - through better messaging, bigger stages, or having the courage to name your worth - you step into the concert hall. The skill is the same. You just stop playing for pennies.

“You become wealthy by becoming valuable, then becoming scarce.” Demonstrate your value, but don’t be afraid to elevate your brand and be selective with your clients. That’s how you command both attention and premium fees.

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The Undercharging Café

Drew ran a cozy café on Main Street. His pastries were to die for - delicate, sweet, and made with real butter. Regulars said they were better than any high-end bakery in the city. Yet Drew sold them at half the price. He didn’t want to “seem greedy,” so he aimed low.

One day, a traveling food blogger stopped in, tried a pastry, and nearly fell out of her chair. She raved about the quality and insisted Drew raise his prices. She said, “Your work is worth way more than this. People will pay for quality. If not here, then somewhere else.”

Drew hesitated. He worried his loyal customers might complain. But he bit the bullet and doubled his prices - then told a clear story about why his pastries stood out: local ingredients, small-batch dough, real craftsmanship. Not only did new customers flood in, but his longtime patrons stuck around, too. They finally saw the true worth of his art.

Price sends a message, whether you like it or not. And for those of us who sell intangible services - ones that clients can’t touch, taste, or try like a pastry - it matters even more.

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The Gardener Who Doesn't Harvest

Ava loved tending her orchard. She watered the trees daily and pruned them with care. Eventually, they produced sweet, perfect fruit. But every season, she gets so busy “maintaining” the orchard - pulling weeds, fiddling with equipment - that she forgets the actual reward waiting on the branches.

Consultancy founders often mirror this pattern. They learn, they refine their processes, they do excellent work for clients - and then fail to harvest the natural rewards that come from such competence. It might show up in hesitancy to quote higher fees, reluctance to pitch bigger contracts, or share success stories.

Ava finally realized how absurd all of that was. She came up with a plan to collect, package, and sell the produce directly to premium grocery stores. She hired help, freed up her own time, and found new ways to improve her craft. She realized the orchard wasn’t just a hobby - it was a goldmine, if she was willing to treat it like one.

Your expertise is the orchard. Don’t let your worth fall to the ground. Collect what you’ve worked hard to grow.

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Why These Stories Matter

Each of these mini-stories reflects a different hurdle that consultants face - whether it’s undervaluing your work, failing to present your true worth, fearing rejection. Here's my conviction, after exchanging with or advising +100 consultancy founders:

• Your work is likely worth much more than what you’re charging right now.
• You might be closer than you realize to land bigger opportunities and better clients.
• Your expertise has ripple effects that justify a premium.

Our work primarily focuses on setting specific and measurable goals, tracking performance with numbers, and creating an informed plan to grow. But every now and then we need to remember that “people buy with emotion, then justify with logic.” And that also applies to the commitment we make to our own consulting businesses.

When you truly believe your work matters - and you communicate that sense of value - people sense your conviction and come on board. They buy not just your deliverables, but the assurance that you can guide them through their problems.

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Bringing It All Together

If these stories feel like they’re tugging at something real inside you - maybe an inkling that you should be in a different league by now - then consider this your invitation to act. It doesn’t need to be a dramatic, overnight shift. Maybe you simply sit down and ask yourself: “What if I raised my rates by 25%? 50%? More?” Then, think about the ways you could articulate your value to back up that pricing.

Or think about those projects you’re already crushing - could you package them differently so the results stand out to new, higher-paying prospects? If you’re the subway violinist, how can you move to the concert hall? If you’re the orchard owner, how can you reap the literal fruits of your labor?

Sometimes, the difference between stagnation and growth boils down to believing you deserve it - and then making sure the world knows exactly what you’re offering. The next time you pitch a client, remember: “There’s no such thing as too high of a price, only too little value.” Does that mean ignoring market realities or rejecting all compromise? Of course not. But it does mean you must stop undervaluing your own potential.

At the end of the day, we all have to live with the results of the story we choose to write. And if you’re reading this, you might be ready for a new chapter - one where you truly own your worth, draw in better clients, and grow the consulting practice you always dreamed of.

Yes, you could be growing faster and earning more than you are now. The only question that remains is how soon you’re willing to make it happen.