“Charge what you’re worth.”
Sounds empowering, doesn’t it?

But let’s pause. If you’ve ever felt sick to your stomach when saying your price—or guilty because you lowered it, or ashamed because you raised it—you’ve bumped right into the problem. This phrase isn’t empowerment. It’s a trap.

It ties your value as a human being to the dollars in your bank account. And that is not only toxic—it’s a lie.

The Origins of the Myth

Somewhere along the path of personal development and online entrepreneurship, “charge what you’re worth” became the rallying cry. Coaches, mentors, even big industry leaders told us that if we weren’t commanding a high ticket, we weren’t valuing ourselves.

Here’s the shadow: tying your price to your worth creates an impossible equation.

• What is a human “worth”?

• What price tag could possibly capture your lived experience, your creativity, your wisdom, your soul?

• And how much more dangerous does this become for women, creatives, or service-based entrepreneurs who already battle conditioning around proving themselves?

When we internalize this, two things happen:

1. We overcompensate—pushing, posturing, and inflating prices as a way to prove value.

2. Or we collapse—feeling like imposters, lowering our rates, or working for free just to be “enough.”

Neither is true prosperity.

The Reframe: Value ≠ Worth

Your worth is inherent. Non-negotiable. Untouchable.

Pricing, on the other hand, is structural. It’s energetic. It’s about the value of the result, the transformation, the experience—not about who you are.

When we mix the two, business feels heavy and toxic. When we separate them, business feels clean.

From my work with entrepreneurs and leaders, here’s the liberating truth:

• Your worth is infinite.

• Your pricing is a choice.

It’s a strategy, an energetic exchange, a design decision. Nothing more. Nothing less.

How This Shows Up in Real Business

I’ve watched clients underprice their services because they didn’t feel “worthy” of charging more. They created resentment, overwork, and eventually, burnout.

I’ve also seen the opposite—entrepreneurs slapping a $10,000 tag on something that wasn’t structured to deliver at that level. They hid behind “charge what you’re worth” as a badge of courage, when in reality, they were building a business on shaky ground.

In both cases, the myth distorted the truth.

True prosperity doesn’t come from price tags—it comes from alignment. From creating offers that match the transformation delivered and that feel clean, resonant, and truthful in your body.

The Energetics of Pricing

This is where business meets soul.

Human Design teaches us that the Heart/Will center is where value, worth, and willpower live. For most people—especially Reflectors like me—this center is undefined. Which means we often feel like we have something to prove.

So of course “charge what you’re worth” feels seductive. It promises a shortcut out of that insecurity. But instead of freedom, it locks us into proving loops.

The Gene Keys deepen this: in my chart, Gene Key 19 reveals the shadow of co-dependence and the gift of sensitivity. When I’m in shadow, I tie my pricing to others’ approval. When I’m in gift, I sense what the collective truly needs and price from there.

That’s the truth: pricing is not about “enoughness.” It’s about resonance, reciprocity, and right relationship.

What to Do Instead

1. Anchor in Your Inherent Worth
   Start here: you are priceless. Full stop. No client, no paycheck, no launch can add or subtract from that.

2. Price the Transformation, Not the Person
   Ask: What is the value of this outcome to my client? What is the cost of not experiencing this transformation? Price from the result, not from your identity.

3. Check the Energy
   When you speak your price, does your body tighten or expand? Your nervous system is your best pricing compass. If it feels like grasping or proving, it’s off. If it feels like clean, grounded expansion, it’s on.

4. Allow Evolution
   Your pricing isn’t carved in stone. As you and your work evolve, so will the exchange. Permission granted.

A Personal Truth

When I stopped charging what I was “worth” and started pricing based on resonance, everything shifted.

I no longer felt like I had to prove myself. I no longer felt sick in sales conversations. And my clients? They started showing up more powerfully—because the exchange was clean.

This is what sustainable success looks like. Not proving. Not posturing. But creating a business ecosystem rooted in truth.

The Universal Truth

Your worth is infinite.
Your pricing is a strategy.
And when you confuse the two, you will always feel either “too much” or “not enough.”

The invitation is to step out of this toxic myth. To price with clarity, to lead with alignment, and to build businesses that are both prosperous and clean.

The Integration

Next time you hear “charge what you’re worth,” pause. Feel into the truth:

💡 You don’t have to charge your worth.
💡 You already are worthy.
💡 You get to choose pricing that reflects the value of your work, the transformation it offers, and the resonance it creates.

Closing

This isn’t about lowering your prices or inflating them. It’s about de-conditioning the lie that your humanity can ever be reduced to a number.

You are priceless.
Your offers are powerful.
And prosperity flows when the two are no longer entangled.