Why People Who Charge What They’re Worth Might Trigger You — And What It Says About Your Own Money Mindset

Amy Neilson
Sep 19
3 min read

Why People Who Charge What They’re Worth Might Trigger You — And What It Says About Your Own Money Mindset

Have you ever caught yourself looking at someone in your industry and thinking:

“How on earth are they charging that much?”

Or maybe it’s softer:

“I could do that better… and for half the price.”

If you’ve ever had that reaction, you’re not alone. But here’s the nuance: the trigger often says far more about your own money mindset than it does about the other person’s pricing.

1. Value Is in the Eye of the Buyer

Robert Kiyosaki (Rich Dad Poor Dad) talks about how we’re often trained to think in terms of cost rather than value.

The “Poor Dad” mindset says: “How much does it cost?

”The “Rich Dad” mindset says:“What’s the return?”

When you see someone charging a premium, your subconscious might default to the cost-focused lens — “That’s expensive” — rather than the value lens — “If it solves the problem, it’s worth it.”

The shift: Instead of asking, “Could I get it cheaper?” try, “If this delivers the promised result, would it be worth it to me?”

2. Your Trigger Might Be a Mirror

If you’re irritated by someone charging high rates, it’s often because they’re holding up a mirror to something you’re not yet allowing yourself to do.

Denise Duffield-Thomas (Chill & Prosper) points out that undercharging is rarely about “being fair” — it’s usually about fear:

Fear of being judged.
Fear of overpromising.
Fear of stepping into visibility.

When someone else confidently charges their worth, it can sting because it challenges your own self-perception:

Are you undervaluing your skills?
Are you avoiding certain clients because you think they “won’t pay that”?
Are you waiting for permission instead of giving it to yourself?

3. People Aren’t Paying for Your Time

Morgan Housel (The Psychology of Money) reminds us that money isn’t just a medium of exchange — it’s a container for trust.

When someone pays you, they’re not buying an hour of your time. They’re buying:

Years of learning you’ve compressed into that hour.
The outcome they want to see happen faster.
The emotional security of knowing they’ve handed the job to the right person.

If you still price by the hour, you’re inadvertently tying your income to the least valuable thing you offer — your time — rather than the most valuable: your result.

4. Scarcity vs. Abundance: The Core Mindset Shift

Kiyosaki’s “Poor Dad” mindset says there’s only so much money to go around. If someone is charging more, they’re “taking” more.

The “Rich Dad” mindset — and Denise Duffield-Thomas’s Chillpreneur philosophy — says that money is not pie.

You can raise your prices without making it harder for others to succeed.

Even better than this, you can work with your competitors to become partners. And grow your pie together.

In fact, charging appropriately can:

Help you serve fewer clients but give them more attention.
Fund investments in better tools, skills, and team support.
Create space for pro bono work, if that’s important to you.

5. Price Resistance Is Often About Your Story, Not Their Reality

Your own experiences around money shape your reaction to others’ pricing.

If you grew up in a family where money was tight, you might subconsciously project that scarcity onto your clients.
If you’ve been burned by an overpriced, under-delivering service, you might carry that scepticism forward.

But here’s the reframe: Your clients’ budgets, priorities, and willingness to pay are not the same as yours.

6. You Can’t Outwork a Bad Money Mindset

One of the toughest lessons from Chill & Prosper is that working harder doesn’t always equal earning more. If you’re overdelivering at a bargain price, you’re not building a business — you’re running a charity (and you’re the donor).

Charging well means:

You get to work in your zone of genius rather than taking any job that pays.
You attract clients who value your expertise and respect your boundaries.
You model to others in your industry that it’s safe to value yourself.

7. How to Use the Trigger for Growth

Next time you see someone charging what feels like “too much” for “too little” work, try this:

Pause — Notice the emotion before it becomes a story.
Ask — “What are they allowing themselves that I’m not allowing myself?”
Decide — “Am I willing to expand my own capacity to receive at that level?”

Triggers are uncomfortable, but they’re also invitations. The more you can de-personalise them, the more you can turn them into catalysts for your own growth.

💡 Final thought: Money mindset isn’t about greed — it’s about alignment. It’s about understanding the true value you create, being willing to stand in that truth, and recognising that other people’s pricing doesn’t take away from your opportunity to do the same.