Featured on this episode:

• Sign up for The Pricing Fix workshop on November 6th,12:30 PM EST here
• Access the full video interview with Elana Steele of Steele Appliance here

What you will learn in this episode:

• How to recognize the hidden beliefs that cause you to undercharge

• Why your mindset around pricing matters more than your math

• How to build a pricing framework that protects your time and worth

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If you’ve ever caught yourself rationalizing why you didn’t charge for something, you’re not alone.

Maybe you told yourself, “I’ll bill it later.”
Or thought, “My client can’t afford that.”
Or feared, “If I charge too much, I’ll lose the job.”

Sound familiar?

These thoughts are so common in our industry that they start to feel normal, but they’re actually lies we tell ourselves to make undercharging feel okay.

Today, I’m breaking down the three biggest lies designers tell themselves about pricing, why they keep us stuck, and what to do instead, so you can finally price your projects with confidence and clarity.

Lie #1: “I can always bill extra work later.”

This one feels harmless at first. You add a few hours here and there, thinking you’ll tack them on later when the project wraps up. But you rarely do, right?

Maybe the client’s already over budget, or you don’t want to ruffle feathers. So you convince yourself that those extra hours aren’t worth mentioning.

But here’s the truth:
You just trained your client that your time is flexible, and that’s a slippery slope.

Every “quick fix” or “small change” that goes unbilled chips away at your profit and your confidence. Before long, you’re working for free without even realizing it.

When you consistently tell yourself, “I’ll bill it later,” you’re reinforcing a belief that your time isn’t valuable. The fix? Create clear boundaries and systems that protect your worth from the start, so you never have to backpedal later.

Lie #2: “My clients can’t afford what I’m actually worth.”

This one feels compassionate, even noble. You want to be “fair.” You want to make your services accessible. But underneath that good intention is fear, fear of rejection, fear of hearing “no,” fear of losing the job.

The reality is: not every client is your client.

If someone hires you only because you’re the cheapest, they’ll nickel-and-dime every detail, question your expertise, and resist your leadership. That kind of client doesn’t build your business, they burn you out.

When you confidently charge what your expertise is worth, you attract clients who want your leadership. Clients who trust your process, respect your boundaries, and see your value.

So yes, some people will say no when you raise your rates, but that’s not a bad thing. Those “no’s” create space for better opportunities that align with your worth.

Lie #3: “If I raise my rates, I’ll lose the job.”

This one hits deep. You’ve got bills to pay, a team to support, and a project you really want to land. So you play it safe. You lower your number just enough to make it more “palatable.”

But here’s what’s actually happening: you’re estimating from fear, not strategy.

You didn’t price the full scope, you priced what you thought would win the job. You gave up your leadership in that moment, and leadership is what clients are really hiring you for.

When you price confidently, you lead confidently.
You might lose a few jobs along the way, but those aren’t losses, those are upgrades.

Because when you charge appropriately, you give every client your best work, and that’s what builds a sustainable, profitable design business.

Why These Lies Show Up

These lies don’t come from laziness or inexperience, they come from uncertainty.

When you don’t have a clear pricing system to lean on, every proposal feels like guesswork. You tweak your numbers, cross your fingers, and hope it’ll be “enough.” But guesswork leads to doubt. Doubt leads to discounting. And discounting leads straight to burnout.

The truth is, a solid pricing framework changes everything.
It removes emotion from the process and turns pricing into a repeatable, reliable business system, not a guessing game.

What to Do Instead

Start by getting honest with yourself. Which of these lies have you been believing?

Then, take the emotion out of your numbers. Build your pricing based on data, your hours, your deliverables, your value.

And remember: raising your rates isn’t about being greedy, it’s about creating space to do your best work. When you charge appropriately, you serve your clients better and build a business that supports the life you actually want.

Ready to Break Free from the Pricing Lies?

If you’ve been struggling to make sense of your flat fees or find yourself believing one of these three lies, it’s time for a change.

Join me for The Pricing Fix, a live workshop that will help you stop losing money on your projects and finally price with clarity and confidence.

👉 Grab your seat at deviniedesign.com/the-pricingfix

Because when you understand your true value, you stop apologizing for it, and start building the design business you’ve always envisioned.

Like this Episode?

Be sure to check out Episode #223: Doing It All—And Getting Paid for Half

Be sure to check out Episode #121: Pricing Projects, Building Confidence, and More with Rebecca Hay

Be sure to check out Episode #203: Budget Conversations That Lead to Success