Uploaded June 2026 | Updated September 2026, 3 weeks ago
You've been undercharging. You've been giving away too much. And every time a client pushes back on price, you fold before they even finish the sentence. Here's the truth: the problem isn't your pricing. It's your positioning. And the moment you stop apologizing for your value is the moment everything changes.
Chris Do is the founder of The Futur and has taught hundreds of thousands of creatives, entrepreneurs, and builders how to charge what they're actually worth. He's built a career mastering the art of negotiation, personal branding, and pricing psychology, and in this episode, he's breaking down the exact frameworks that separate people who get paid like amateurs from people who get paid like experts.
In this episode, you'll learn:
* Why charging more is more ethical than charging less and how underpricing hurts your clients, your team, and your ability to deliver real value
* The with or without you energy: how to walk into every negotiation knowing you're the prize and why neediness kills deals before they start
* Price bracketing: the exact way to present your pricing so clients anchor high and negotiate themselves up instead of down
* Why most entrepreneurs don't have a marketing problem, they have a positioning problem, and how being specific makes you more money than trying to serve everyone
* The mindset shift that lets you charge 10x more: understanding that money is a construct, scarcity creates value, and brand is what makes people pay premium prices for the exact same thing
Stop selling yourself short. Start owning your value. The clients who can't afford you aren't your clients. The ones who can are waiting for you to believe it first.
___________
00:00:00 Introduction: You Are the Master of Your Destiny, Not the Client
00:00:40 The Chris Do Move: How to Ask for What You're Worth Without Being Delusional
00:02:48 With or Without You Energy: The Mindset That Changes Every Deal
00:07:01 Charging More Is More Ethical Than Charging Less
00:08:53 The Pricing Game: Price Bracketing, Anchoring, and Never Justifying Your Number
00:12:50 How to Find Out What Clients Really Have: The Budget Excavation Method
00:17:01 The Manipulation Behind Luxury Goods: Stories, Scarcity, and Status
00:22:48 Money Is a Construct: The $800 Day Rate Story and Playing the Game
00:25:05 From Vietnam to Mercedes: Writing Your New Self-Story Through Mastery
00:27:16 What Is Brand and Why Does It Matter More Than Marketing
00:31:13 Don't Try to Be Better, Be Different: The Sea of Sameness Problem
00:32:25 The Imogene and Willie Test: What Story Are You Telling Yourself
00:35:18 Fake It Till You Make It or Believe It Till You Achieve It
00:37:41 You Don't Have a Marketing Problem, You Have a Positioning Problem
00:42:03 The Three Monsters: Perfection, Advice, and People Pleasing
00:49:15 Visualizing Success: Designers Are Futurists Who Imagine the Optimal Path
00:54:52 Passion Follows Mastery: The YouTube Origin Story
00:59:25 The Rich Owner Versus Poor Owner Mindset: Business Archetypes and Self-Sabotage
01:05:54 I'm My Own Number One Fan: Loving Yourself and Handling Trolls
01:09:37 Infusing Soul Into Your Brand: Flip the Cliché and Build Your World
___________
*MORE FROM BIGDEAL*
🎥 YouTube: youtube.com/@podcastbigdeal
📸 Instagram: instagram.com/bigdeal.podcast
📽️ TikTok: tiktok.com/@big.deal.pod
*MORE FROM CODIE SANCHEZ*
🎥 YouTube: youtube.com/@codiesanchezct
📸 Instagram: instagram.com/codiesanchez
📽️ TikTok: tiktok.com/@realcodiesanchez
*OTHER THINGS WE DO*
🌐 Our community: contrarianthinking.typeform.com/to/WBztXXID
📰 Free newsletter: https://contrarianthinking.biz/3XWLlZp
📚 Biz buying course: https://contrarianthinking.biz/3NhjGgN
🏠 Resibrands: resibrands.com
💰 CT Capital: https://contrarianthinking.biz/4eRyGOk
🏦 Main St Hold Co: https://contrarianthinking.biz/3YfGa8u
You've been undercharging. You've been giving away too much. And every time a client pushes back on price, you fold before they even finish the sentence. Here's the truth: the problem isn't your pricing. It's your positioning. And the moment you stop apologizing for your value is the moment everything changes.
Chris Do is the founder of The Futur and has taught hundreds of thousands of creatives, entrepreneurs, and builders how to charge what they're actually worth. He's built a career mastering the art of negotiation, personal branding, and pricing psychology, and in this episode, he's breaking down the exact frameworks that separate people who get paid like amateurs from people who get paid like experts.
In this episode, you'll learn:
* Why charging more is more ethical than charging less and how underpricing hurts your clients, your team, and your ability to deliver real value
* The with or without you energy: how to walk into every negotiation knowing you're the prize and why neediness kills deals before they start
* Price bracketing: the exact way to present your pricing so clients anchor high and negotiate themselves up instead of down
* Why most entrepreneurs don't have a marketing problem, they have a positioning problem, and how being specific makes you more money than trying to serve everyone
* The mindset shift that lets you charge 10x more: understanding that money is a construct, scarcity creates value, and brand is what makes people pay premium prices for the exact same thing
Stop selling yourself short. Start owning your value. The clients who can't afford you aren't your clients. The ones who can are waiting for you to believe it first.
___________
00:00:00 Introduction: You Are the Master of Your Destiny, Not the Client
00:00:40 The Chris Do Move: How to Ask for What You're Worth Without Being Delusional
00:02:48 With or Without You Energy: The Mindset That Changes Every Deal
00:07:01 Charging More Is More Ethical Than Charging Less
00:08:53 The Pricing Game: Price Bracketing, Anchoring, and Never Justifying Your Number
00:12:50 How to Find Out What Clients Really Have: The Budget Excavation Method
00:17:01 The Manipulation Behind Luxury Goods: Stories, Scarcity, and Status
00:22:48 Money Is a Construct: The $800 Day Rate Story and Playing the Game
00:25:05 From Vietnam to Mercedes: Writing Your New Self-Story Through Mastery
00:27:16 What Is Brand and Why Does It Matter More Than Marketing
00:31:13 Don't Try to Be Better, Be Different: The Sea of Sameness Problem
00:32:25 The Imogene and Willie Test: What Story Are You Telling Yourself
00:35:18 Fake It Till You Make It or Believe It Till You Achieve It
00:37:41 You Don't Have a Marketing Problem, You Have a Positioning Problem
00:42:03 The Three Monsters: Perfection, Advice, and People Pleasing
00:49:15 Visualizing Success: Designers Are Futurists Who Imagine the Optimal Path
00:54:52 Passion Follows Mastery: The YouTube Origin Story
00:59:25 The Rich Owner Versus Poor Owner Mindset: Business Archetypes and Self-Sabotage
01:05:54 I'm My Own Number One Fan: Loving Yourself and Handling Trolls
01:09:37 Infusing Soul Into Your Brand: Flip the Cliché and Build Your World
___________
*MORE FROM BIGDEAL*
🎥 YouTube: youtube.com/@podcastbigdeal
📸 Instagram: instagram.com/bigdeal.podcast
📽️ TikTok: tiktok.com/@big.deal.pod
*MORE FROM CODIE SANCHEZ*
🎥 YouTube: youtube.com/@codiesanchezct
📸 Instagram: instagram.com/codiesanchez
📽️ TikTok: tiktok.com/@realcodiesanchez
*OTHER THINGS WE DO*
🌐 Our community: contrarianthinking.typeform.com/to/WBztXXID
📰 Free newsletter: https://contrarianthinking.biz/3XWLlZp
📚 Biz buying course: https://contrarianthinking.biz/3NhjGgN
🏠 Resibrands: resibrands.com
💰 CT Capital: https://contrarianthinking.biz/4eRyGOk
🏦 Main St Hold Co: https://contrarianthinking.biz/3YfGa8u
