Example 4 — Business coaching 60 hours a week. Fully booked. Completely exhausted. Someone I coach was the definition of "successful on paper." Full client roster, consistent revenue, glowing testimonials. Also: no weekends, no boundaries, and a creeping feeling that they'd built a prison with a great brand. The problem wasn't their workload. It was that they'd priced their time as if it was unlimited. Two months in, they raised their rates by 40% and cut their weekly hours to 35. They lost two clients who couldn't afford the new price. They gained one who valued the work more than anyone before. More money. More time. More energy for the clients who truly fit. Charging more isn't greed. It's the prerequisite for doing your best work. What would change if you raised your rates tomorrow?