On one of the Academy Secret Sessions recently, a therapist mentioned how successful she was locally, with clients flooding through her door, and a 3-month waiting list.

Trouble with that:

  • If the list is too long, clients will get bored waiting and hunt for another solution
  • It’s a sign she’s too cheap for the home-town market
  • There are growth opportunities being missed

So, it’s time to go all Uber, and raise her prices till demand matches supply.

Cool to have a buffer, but it’s even nicer to have more money in the bank, right?

You don’t have to be cheap (or busy) to be successful.