PROGRESS NOTES

What Should I Offer—and What Should I Charge Beyond 1:1 Sessions?

clarity price product Dec 15, 2025

Why Sustainability Matters More Than We Like to Admit

Businesses that can’t keep the lights on eventually stop helping people.

If your practice or coaching work can’t sustain you, you’ll be forced to stop.
And that’s not good for you—or for the people you’re meant to serve.

It’s not in your client’s best interest for you to be exhausted.
It’s not in your best interest to be underpaid.
And it’s certainly not in anyone’s best interest for you to be poor and tired.

You can’t pour water from an empty cup.
And you can’t serve well from an empty bank account either.

Being paid well for real help isn’t greed.
It’s stewardship.
It’s how you stay in the field long enough to keep serving.

The Real Question Isn’t “What Product Should I Build?”

When therapists start thinking about products, they usually jump straight to the solution.

“Should I build a course?”
“Should I run a group?”
“Should I make a membership?”

But most people aren’t looking for your solution yet.

They’re first asking:
Do you understand my problem?
Do you get where I’m stuck?
Do you see where I’m trying to go?

Clarity doesn’t start with the product.
It starts with alignment.

Product Clarity Is About Alignment

When things finally click, it’s usually because three things line up:

Your people – who you serve best
Their problem – what they actually want help with
Your strengths – what you can help with naturally and honestly

When those line up, the product becomes obvious.

Your product isn’t the point.
It’s the bridge.

It’s the bridge between where someone is stuck and where they want to go—built with the skills, experience, and perspective you already have.

When alignment is right, the offer feels natural.
You’re not pretending.
You’re not copying someone else.
You’re not manipulating anyone.

You’re simply saying,
“I see you. I understand the problem. And this is how I can help.”

Why Comparing Yourself Keeps You Stuck

At some point, you probably noticed other people selling things similar to what you want to create.

Same topic.
Same audience.
Sometimes even worse material—if we’re being honest.

And that comparison voice creeps in:

“They’re so far ahead.”
“Why would anyone choose me?”
“I could never be like them.”

Here’s the truth.

You’re not supposed to be like them.

The people who buy from you won’t do it because your product is unique.
They’ll do it because you are.

Your story.
Your experience.
Your faith.
Your strengths.

Mass appeal isn’t the goal.
If your product is for everyone, it’s usually for no one.

The Miracle on 34th Street Mindset

I’ve always loved the scene in Miracle on 34th Street where Santa sends parents to other stores.

His goal wasn’t to win.
His goal was to serve.

That’s how I think about products and competition.

There are people who will connect with you in a way they’ll never connect with me.
And people who will connect with me in a way they won’t connect with you.

We don’t need to fight over clients.
My best clients aren’t your best clients—and that’s a good thing.

Let’s Talk About Product and Price (With Food)

I like food. So let’s use food.

Imagine someone is hungry for Italian.
That hunger is the problem.

There are lots of ways to solve it:

A pizza shop
A diner
Olive Garden
A $100-a-plate Italian restaurant

They all serve Italian food.
They all feed hungry people.
But they don’t solve the same problem.

They’re different experiences for different people with different expectations.

My wife and I love Olive Garden.
It’s not diner food—and it’s not $100-a-plate food either.

It fits who we are, and we love their desserts.

Now imagine trying to pretend you’re a $100-a-plate restaurant when you’re not.

You’d feel stiff.
Uncomfortable.
Focused on the price instead of the experience.

Products work the same way.

You don’t need to be a fancy chef.
You need to be the right restaurant for the right people at the right level.

A Simple Exercise for Clarity

Here’s an exercise I use often.

Grab a piece of paper.
Draw a line down the middle.

On one side, list problems your people actually have:

Where they’re stuck
What they’re frustrated by
What they spend time, money, and emotional energy on

On the other side, list possible ways you could help:

A worksheet
A one-hour session
A short group
A four-week program
A six-month cohort

Don’t overthink it.

Then draw lines.
Which product could realistically help with which problem—in real life, with your actual schedule and skills?

You’re building a menu.

A specific product that solves a specific problem will always be more attractive than,
“We’ll figure it out as we go.”

Why Pricing Feels So Hard

Most therapists undercharge at first.
I did too.

My first program was around $200.
At that price, I would’ve needed hundreds of people just to survive.

We forget:

How long we trained
How many mistakes we made
How many years it took to learn what now feels obvious

People don’t pay for information.
They pay for clear journeys.

A boat trip around the harbor isn’t worth much.
A boat trip from New York to England is.

Clarity creates value.

The clearer the problem you solve and the destination you offer, the easier pricing becomes.

Selling Doesn’t Have to Feel Icky

Selling feels gross when clarity is missing.

But once you know:

Your people
Their problem
Your product

Selling becomes simple.

You’re not pressuring anyone.
You’re just announcing help.

“I see your problem.
I know how to help.
Here’s the product I use.
Would you like to join?”

That’s not manipulation.
That’s service.

Start With One

You don’t need ten offers.
You don’t need a funnel.
You don’t need perfection.

You need one clear product that fits:

Who you are
Who they are
What they truly need

Start there.

That’s how sustainable work begins.

Your Next Step

If this stirred something in you, don’t rush past it.

Think about the one problem your people talk about the most.
The one you could realistically help solve.

That might be the beginning of your next chapter.

You don’t have to stay fully booked forever.
You can build products that serve people—and serve your life too.

If this speaks to you, I’d love for you to keep walking with us.

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