How to Charge High Fees

If you want to charge high fees, you've got to think about high value. You're innately valuable, the value of what you're creating. I couldn't understand that earlier in my life. Why would I spend $3,000 more or 10 times more sometimes to sit six feet ahead in business class to where I am in economy? Crazy. Every coach you've ever met, no matter how much they charge now, started off by charging very, very little. For most of human history, it wasn't called coaching, it was called leadership. And it's what I love to do, to coach people, to lead people and to mess with people's thinking.