Price Is Power: The $200 Shark That Changed Everything

“The single most important decision in evaluating a business is pricing power. If you need a prayer session before raising prices, then you’ve got a terrible business.”
— Warren Buffett
It sounds harsh, doesn’t it? But when you’re a solopreneur or running a small business, there’s an uncomfortable truth behind those words.
I’ve worked with countless entrepreneurs, coaches, and creators who quietly agonize over one thing: pricing. They undercharge, overthink, and avoid raising their rates even when their work is worth so much more. Why? Because pricing is a deeply emotional topic. It’s about self-worth. It’s about confidence. It’s about fear.
And I get it. But here's the thing: Price is power. And understanding how to price your services isn’t just a financial decision, it’s a statement. It tells the world who you are, what you stand for, and how much you believe in your own value.
The Art of Perception: What a Shark Can Teach Us About Value
There’s an artist you might have heard of Damien Hirst who’s known for pushing boundaries and making people ask, "Is this even art?" In 2008, he sold an artwork called The Kingdom a tiger shark suspended in formaldehyde for $17 million.
I know what you're thinking. A dead shark for $17 million? Wasn’t it just a $200 carcass he bought from an Australian fisherman?


You’re not wrong. The shark itself, the actual “thing” in the tank, cost next to nothing. But the value of that shark wasn’t tied to the cost of its parts. It was the story, the brand, and the perception around it that made it priceless.
This is the crux of pricing. You’re not just selling what you do. You’re selling what you mean. The transformation, the status, the impact.
Just like Damien Hirst, when you price your work, you're not just attaching a number to hours spent, you’re crafting an experience, an identity, a perception. You are, in essence, selling value, and that value has little to do with what it costs you to create it.
The Price Trap: How We Undervalue Ourselves
So why do so many of us, as solopreneurs or independent professionals, struggle with pricing?
It’s not that we don’t know our worth. The problem is we haven’t been taught how to show it. Most of us are taught to price based on what it takes to deliver. The problem with this approach? It has nothing to do with the real value we bring.
The truth is, when you don’t raise your prices, when you hesitate to ask for what you deserve, you're sending the message that your work is less valuable than it is. And I’ve seen it countless times clients who need your services, but because your pricing doesn’t reflect the quality of your work, they don’t see the full scope of what you can do for them.
How We Hold Ourselves Back
We all know that uncomfortable moment when we know we should raise our prices, but then... doubt creeps in. What if people say no? What if they think I’m too expensive?
We start thinking things like:
• “Maybe I’ll lose clients if I raise my rates.”
• “I don’t want to seem like I’m just out for the money.”
• “Am I even worth that much?”
But here’s the catch: charging more isn’t about being greedy. It’s about respecting your own work, respecting your own time, and recognizing the true impact you have on your clients' lives and businesses.
If your work helps a client make better decisions, create more revenue, or simplify their life then that transformation is worth something. And the price you charge should reflect that.
Rewriting the Narrative: How to Charge What You’re Worth
The key to successful pricing lies in your ability to communicate the value you bring to the table. Here’s the trick, value is not just about the tangible outcomes (though those are important). It’s also about the emotional and psychological transformation you provide.
When you frame your offering as something that helps your clients gain clarity, save time, reduce stress, or reach their dreams faster, it’s much easier to price based on that impact rather than your hours worked.
Look at it this way: a business consultant who charges $1,000 per hour may seem like a steep price, but if their insight helps a client land a $100,000 deal or save them weeks of wasted effort, the value of that hour is far greater than the price tag.
The Price You Set Is the Value You Claim
When Damien Hirst put that shark in a tank and set a price of $17 million, he wasn’t just selling a piece of art. He was selling the idea of art, its rarity, its status, its ability to provoke thought, to challenge the status quo.
The price was not tied to the cost. It was tied to the perception.
And so, too, is your work.
When you confidently raise your rates, you are telling the world: This is who I am. This is what I offer. This is the transformation I can provide. You’re elevating your work and your position in the market.
But here’s the most important lesson: pricing isn’t a one-time decision. It’s an ongoing conversation. As your confidence grows, as your results multiply, so should your prices.
Conclusion: The Price of Confidence
The next time you find yourself hesitating to raise your rates, think about Damien Hirst’s shark. Think about how something so simple, something that cost so little, became worth millions simply because it was framed and marketed in a way that added immense value.
It’s time to let go of the fear and embrace the idea that you’re not just selling your time or your expertise, you’re selling a transformation, an experience, a result that matters.
Your price reflects your belief in that transformation. And the higher you believe in your value, the higher you can set your price.
The world needs to see you for the value you offer. So don’t sell yourself short.