As we build businesses and seek to create various income opportunities, we are always confronted with the challenge of pricing. It’s a challenge because all of our situations are different.

Those with qualifications and experience often charge more for their time. But it’s not a sure way to work out billing and costs; sometimes people feel very confident in the value they’re bringing, so rather than looking at the time and experience they bring to their hour of work, they look at the value it brings to the consumer. 

Another differing factor is how much money we all need to make each month to provide for our families and responsibilities.

Regardless of how we reach that “golden number”, the underlying view of all of these approaches assumes we will work out our billing based on a finite amount of hours in the day. So – if I need to earn forty grand, I need to earn x-amount per hour. The problem with this approach is that we lock ourselves into a certain amount of billable hours to cover our costs and make a profit.

The flip side of this coin is that we could say that if we work more hours, then we can earn so much more. If we’re not disciplined, we can become caught in a situation where we become overworked and unbalanced.

So – perhaps, instead of asking how much time we have or how much money we want, we can set a baseline of determining what our time is worth to us. It’s a simple change in perspective that places value on our time rather than how much money we can make.

This immediately places us in a position to start asking new questions about how we perceive and assign value. We start to think about other things that we would rather do with our time if we didn’t need to earn off each “working hour”.

It separates us from the spreadsheet of hourly rate vs hours worked and looks at questions of physical, mental, relational and spiritual health. Instead of weighing up the value of an hour against how much money we earn, we can consider how it has benefited our overall well-being.

As we open ourselves to these different questions, it’s much easier for us to start creating a life and financial plan to which we can feel fully committed. We can set metrics that are independent of market performance, intuitive to our goals and in line with the journey we’ve chosen.

So – how much time is your money worth?

Whilst intentional reflection may happen at the end or beginning of a year or personal growth journey, unintentional reflection happens all the time. And, we barely notice it, most of the time. But, several times a week, if not several times a day, we measure ourselves against something or someone; we’re either measuring ourselves against others or ourselves.

Whether consciously or unconsciously, we set benchmarks all the time. It’s how we discern how well we’re doing, and we can either set internal or external benchmarks. There’s a place for both, but it’s important to start to acknowledge where we’re dropping our anchor. Like a boat on the ocean, we can’t healthily remain anchored in one place all the time, but there are good times and places to drop anchor between floating or sailing.

When it comes to setting benchmarks for growth, it’s often healthier to spend more time with our internal benchmarks and maybe use external benchmarks for lighter references. It’s almost like saying: Look where I am now (external) versus look how far I’ve come (internal).

For someone like Elon Musk or Jeff Bezos, earning millions a year or selling a company for tens of millions is not really a big deal. But for most of us, it would be life-changing! Likewise, if we look at the performance in specific funds and compare it to the growth in our personal investment portfolio, we may not see a correlation. These are all external benchmarks that are easy to internalise and, if we anchor there, we may feel extremely disheartened in our reflection.

So, when we create a plan, we’re essentially creating a framework for internal benchmarks. These could relate to our financial situation, but they can also apply to every other area in life; personal relationship goals, studying, health, hobbies and community outreach. When we work on our internal benchmarks, it’s helpful to have reference to what’s going on in the world around us.

A poignant example of this is the COVID-19 pandemic that changed the world forever. If we had only considered our internal benchmarks and ignored what was going on externally, we would have felt enormous pressure to perform better. But bringing in the social, economic, political, and health issues of that event helps us to adjust and review our internal benchmarks in a relative context – and still be able to say, “Look how far I’ve come!”.

And, if we’d only anchored in external benchmarks, soley focussed on what was going on around us, we would have been completely overwhelmed. One of the reasons for this is that when we see the success of others, we only see the spotlight on the end achievements and don’t see the hard work, frustration, dissapointment and failed attempts that went in behind the scenes. We then assume that our own journey is not matching up.

If we want to measure our progress in a relatable and balanced manner, it’s important to understand the role of both internal and external benchmarks and learn to be comfortable with moving freely between the two.

One of the biggest challenges with change is that it can be overwhelming. There are many reasons why we might be averse to constant change, but when it is just simply too much all at once, we will find ourselves overwhelmed and in this space, our ability to make healthy decisions is seriously hampered.

The secret to sustainable, non-overwhelming change is to approach it with the 1% rule. This rule basically recognises that we don’t need to be twice as effective to achieve twice as much. We only need to be a little bit more effective, every single day. Improving 1% and sustaining that change, and then building on it 1% at a time, means that our change will be exponential over the long term.

When we procrastinate and avoid change, we start looking down the barrel of a very intimidating gun and think there’s no way we can survive what faces us. But, if we choose to make small changes every day, we can avoid being overwhelmed by change altogether!

Consider two plants in a forest that have just broken through the soil and catch the early rays of sun on their leaves for the first time. If one plant will grow and take over the area, it doesn’t have to grow twice, three times or even ten times faster than the other one. All it has to do is grow a tiny bit faster each day.

With each day, the plant that grows faster will soak up a little more sunlight, absorb more nutrients and very soon, it will overshadow the other plant. It will most likely be significantly larger and healthier within a few weeks, just by growing a little faster every day.

If you want to change your financial situation, you don’t need to earn double your income or half your expenses. If you want to improve your personal relationships, you don’t have to find twice as much time in your day; you can improve by showing a little more interest every day and showing up 1% more than you do already.

If you want to improve your health, you don’t have to cut sugar, meat, dairy and gluten all at once. You can start by eating clean one day a week (which is actually 1/7, or 14%), then two days, then three, until you reach your healthy sweet spot. Within a few weeks, you’ll realise that you’ve achieved a goal that would have completely overwhelmed you and derailed your plan to change if tackled full-on at the start.

Changing your financial situation could mean changing how you save and spend or changing how you feel and talk about your money. These changes can be daunting, but you can avoid being overwhelmed by change if you can commit to making small changes every day.

At the very surface level of constructing a financial plan, the journey can feel linear. We begin with what we have and plan to move towards an end goal of ‘having enough’ and being financially independent. But this is not where financial planning ends; it’s just the toe-dipping beginning as we gain courage and confidence to engage more with our financial planning.

It feels linear because financial independence has always been closely associated with retirement, and retirement has been seen as our final epoch. There are not simply two stages of financial dependence; there are several, and we don’t necessarily go through them all, neither do we all end up fully financially independent.

Life is a little like snakes and ladders – we can be moving forward (upward) on our chosen path until illness, divorce, or retrenchment changes our financial dependence status. Or we may have a windfall or unexpected success that boosts us up several spaces in our plan.

The importance is not in sticking to the linear journey but in creating check-in points to mitigate stress and measure success according to our personal milestones. 

This gives us the freedom to make choices that might move us up or down a level in our financial dependence – like extending our bond to buy a larger house, or turning down a better job offer to spend more time with our family.

Understanding different levels of financial dependence helps us with the framework of our financial plan.

Dependence is where many of us start. At this level, our lifestyle depends on others for financial support. Support from parents, needing to spend more than we earn, or if our debt payments (credit cards, personal loans, student debt) exceed our income, are all common at this level.

Solvency is the ability to meet our financial commitments. We reach this level when our income exceeds our expenses and when we are no longer accumulating debt. We are fully able to support ourselves with our income.

Stability is a stage of financial dependence where we have no credit card or personal loans, have established an emergency fund, and are growing our asset base.

If we can keep growing our wealth, we will start to have free agency, meaning that we can work and live how and where we want. Typically, we will have eliminated all debt (including property loans), and have enough savings and invested assets to have the confidence to quit our job at a moment’s notice.

After this point, we now have a certain level of financial independence. We have financial security when our investment income can cover basic needs for the rest of our life. It’s not about luxury or comfort; it’s about financial security to have all the basics covered.

Full financial independence is a stage in life where we can fund our chosen standard of living for the rest of our lives. You can afford the basics and some comforts too. This is what many term as “having enough”.

Abundance is a rare stage where we have enough — and then some. We can share our wealth with others or indulge in luxury.

Remember, these are levels of financial dependence and not levels of happiness or peace of mind! They are purely a helpful way to frame where we are on our financial journey but do not make our journey wrong or right, or complete or incomplete.

“How much should I be charging my clients?”

This is a common question as we work with an increasing number of people setting up their own businesses. In the wake of a radical economic downturn, our creativity and necessity to generate an income spark new business ideas. The entrepreneurial spirit begins to take centre stage in the micro economy, and we have an awesome opportunity to create value for others.

And this is how we answer the question. Because it’s not about the fees, it’s about the value.

In our own industry, we’ve learnt that our fees should be linked to our value proposition. Whether you’re talking about products or professional services, there needs to be some benefit or value to the end-user. This benefit is measured by the difference that the product or service provider will make for the consumer.

It sounds like a simple formula, but it can get fairly complex. We need to consider factors like experience, expertise and the need for the product or service that we’re providing.

There’s an old story of Pablo Picasso, who, at the height of his fame and influence as an artist, was asked by a fan to sketch something for him. This happened when Picasso was out for dinner at a restaurant. 

The fan gave Picasso a napkin to sketch on and said he would pay for the sketch. In fact, he supposedly said to Picasso, “Name your price.” Picasso took a charcoal pencil from his pocket and quickly drew the image of a goat.

He then said to the fan, “That’ll be $100 000.” The fan was astounded, saying, “But that only took you 30 seconds to draw.” Picasso then crumpled up the napkin and stuffed it into his jacket pocket. “You are wrong,” he said. “It took me 40 years.”

Another way of looking at this concept is to remind yourself that it’s not the hour you spend in that meeting with your client; it’s the years of experience you bring to that hour. Or, it’s not the price tag of the widget you’re selling; it’s the hours of frustration it will save your customer – or the hours of joy it will bring them!

When you start a new business, you will have a learning curve where you will need to adjust price, service, experience – all of it, but remember that it all starts with confidence in your value. It starts with being confident to charge what you believe you’re worth. Price influences our perception of value. Experience confirms it.

As a rule of thumb, always start higher. It’s easier to negotiate down than to negotiate up, and, if you need to, you can always walk away if they aren’t willing to pay you what you’re worth.