Latest / Built by Margin with Laurie Chen
Pricing is a Decision Problem, not just a Numbers Problem with Etinosa Agbonlahor
In Episode 53 of Built by Margin, Laurie Chen sits down with Etinosa Agbonlahor, founder and CEO of Decision Alpha and a behavioral economist who has spent more than a decade studying how people make financial decisions.
The conversation explores one of the most emotionally charged decisions every business owner has to make: what should I charge?
Etinosa explains why pricing often becomes tangled with identity, confidence, fear of rejection, and self-worth—and why the better question isn’t “What am I worth?” but rather, “What value does my service create for the customer?”
They also unpack…
The skinny
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