Think filter. Not magnet.

The job of price is straightforward.

First, it generates revenue.

Obvious, but worth saying: you can deliver on a promise, but without a price there’s no revenue. That makes revenue most dependent on price.

Second, it filters for a level of willingness to invest. That’s it.

Price doesn’t filter out “bad” clients.

It simply filters out clients not willing — or able — to invest at that level.

Your role as the business owner is to set that level in the right place.

Too low, and the filter lets everyone through.

Too high, and the filter becomes too tight.

The balance point is where the filter matches your value proposition and your goals.

So let’s retire the cliché that “low prices attract bad clients.”

Price isn’t a magnet.

And also low price doesn’t make someone a bad client.

If you’re thinking about your price right now, good.

Think: filter.

…oh, and revenue generator.

Be well.

Talk soon.

— Peter

P.S. Want to be sure your pricing is right heading into Q4 — and dare I say, 2026?

I run short, targeted pricing audits to stress-test your number. You’ll walk away knowing what to charge, when to reveal it, how to frame it, and how to defend it.

Grab the last available audit for Q3.