Running an Ethical Business Means Fair Pricing

For years I was too cheap for some people, too costly for others. Until I rejected the old ways.

I’ve written previously about why I switched to a fair pricing model. Mainly, to be able to say yes to people I had previously said no to. This post isn’t about that. This is about the other reasons, the ones that are tougher to talk about.

Because whether I like the framing or not, I’m in the business of increasing your capital. For some people that’s…

• financial capital = helping you earn more money

• social capital = increasing your influence, reach, and reputation

• cultural capital = helping you put something meaningful into the world

It’s usually a mix of all three.

While the value I offer is the same to everyone, not everyone can exchange value with financial capital. But I believe that those who can, should. Because our goals are the same — to help people do better. So if you can offer a more fair exchange, you make it possible for others to rise. And you make it possible for me to help those people increase their earnings, reputation and contributions.

With that in mind, I’ve developed a fair pricing model that reflects this thinking:

My 2026 Pricing Model. What would you do differently?

All this said, I know for a fact that £500 an hour for C-suite and high earners is the extreme low end for my industry. It’s still a bargain and everything above applies. But I also know that 99% of the other coaches who are charging this or higher aren’t even putting half as much thought into it. Or words.

But I have. And I do it to get this bit that’s nagging on our minds out of the way. So we can focus on the change we wish to make.