Pricing Fuck Ups. Ep 23. Fear.

Rod Aparicio
2 min readJul 28, 2022


Comes in many shapes, sizes and forms.

Almost closing a deal. Almost moving forward on a project. Almost getting the gig. Until we feel powerless, overinvested, with the threat of losing what we’ve worked so hard for.

We give in into lowering the price.

“What if lose it?”

How can you lose something you never had?


What we’ve been taught.

To not “lose” what we’ve been working on. A deal. A sale. Something we’re ‘about’ to win.

We’re so close to the end line, that walking away feels like quitting (and failing).

We move through life on perceived threats and fear of (losing) things. Consciously or unconsciously.

All of this to:

Not lose things → So we overinvest in the sale.

Not miss opportunities → So we take everything.

Win → If we don’t “win”, we’re losing. A zero-sum game.

Beware of scarcity → So we bound our work to time.

Show your value → So we work for free.

Another way

How to avoid the vicious loop.

A simple, yet hard thing to do: be ready (and willing) to walk away.

Easier said than done. Sure. On the other side, the difference is like day and night.

And although withholding expertise is the only leverage real experts have, it can be a powerful one, indeed.

David C. Baker — The Business Of Expertise

Being more intentional on who to work with, specific and ruthless on saying no to what you see a bad fit and red flags can help you get off winning the race to zero.

Start with ONE question:

“What do I want my life/business to be?”

That will give you the first directions.

And that’s a good start.

Read this post and more on my Typeshare Social Blog



Rod Aparicio

Strategy Designer for Indie Consulting Firms