Stop undervaluing yourself—do this instead
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The JD Letter February 8, 2025 Most people are scared of:
But what if the opposite is true? What if raising your prices actually attracts better customers—the ones who respect your expertise and are willing to pay for it? What if asking for a raise shows confidence, making your employer see you as more valuable rather than replaceable? What if saying no to the wrong clients creates space for the right ones? The truth is, the world takes you for your own self-confidence. If you undervalue yourself, so will others. But the moment you act in alignment with your worth, you attract people who see and respect that value. Let me share one of my favorite reads this week: The Parable of the Bread MakerA baker sold the best bread in town for one copper coin. He worked 18 hours daily but barely survived. One day, an old merchant watched him turn away customer when he ran out of bread. "Double your prices," the merchant said. "Impossible! I'll lose all my customers," the baker protested. But, reluctantly, he doubled his prices. He lost half of his customers but made the same money working half the time. With his free hours, he experimented with new recipes. His bread got even better and sold more. He doubled his price again. Lost half his customers, but profits stayed the same. The customers who stayed valued quality over price. A year later, he sold the same number of loaves he used to, but at four times the price, to his favorite customers. He worked less, earned more, and loved his work again. "The price you charge," said the merchant, "is how valuable you tell the world your work is, and the world believed you as soon as you did." 4 key lessons from the baker who took control of his life1. Price reflects perceived value The moment the baker believed his work was worth more, the market responded. People often undervalue their skills, assuming higher prices will scare customers away. But the right customers value quality over quantity. 2. You want to find leveraged work (less work and more profit) By charging more and serving fewer, higher-quality customers, the baker worked less but earned the same (and eventually more). This is the essence of working smarter, not harder. When you have leverage, your job will pay you what you're worth. Creating leverage at your job means you're running away from the typical 8 hours of work = x amount $$ trap. Instead, you're paid for the value you provide vs the hours you clock in. The ultimate goal of leveraging your skills and expertise is to reach a point where you're compensated for the unique value you bring. Not the time you spend working. It's about shifting the equation from "time equals money" to "value equals money." 3. Not everyone is your customer "If you are for everyone, you are for no one." – Meredith Hill Trying to serve everyone kept the baker overworked and underpaid. When he started filtering for people who valued his craft, he gained freedom and better clients. Choose quality over quantity. 4. Confidence precedes success The merchant’s final words are key: "The price you charge is how valuable you tell the world your work is, and the world believed you as soon as you did." Most limitations are self-imposed. If you don’t believe your work is valuable, why should anyone else? In reality, the world is a mirror—it reflects back the value you place on yourself. If you act like you're replaceable, people will treat you that way. If you hesitate to charge more, clients will question your worth. If you downplay your skills, no one will see your expertise. But the moment you own your value and you stop seeking permission, the world adjusts. The right people show up. Opportunities expand. Your level of success is directly correlated with your self-perception. You reclaim your self-confidence when you set boundaries and stop seeking external validation. The world will believe in you the second you believe in yourself. Chat next week, Jess Inspire, Empower, Transform. P.S Here's the latest thread I wrote for my client on X: It led to:
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