Why is pricing your creative work so damn hard?

In this episode, Brad and Dustin get real about one of the messiest parts of being a creative: putting a price on your talent.

Dustin shares the view from the other side of the table. What it’s like hiring artists who lowball themselves before he even asks.

Meanwhile, Brad opens up about the internal tug-of-war between self-worth and market rates, and the uncomfortable truth that pricing isn’t just about numbers, it’s about identity.

They dive into:

• Why asking, “What’s your budget?” still feels awkward
• How undercharging can damage trust (not just your wallet)
• The emotional weight behind every pricing decision
• Navigating the tension between doing it for love and making a living

Whether you're freelancing, licensing, or negotiating your next client project, this episode will help you rethink how you value your work (and yourself).

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Brad Woodard

Brad is an illustrator and designer behind Brave the Woods, a full-service studio working with clients like Nickelodeon, Target, USPS, and NASA. His bold, playful style and heart-led storytelling shine through everything from brand campaigns to children’s books.

View Brave the Woods

Dustin Lee

Dustin is the founder of RetroSupply, a shop for retro-inspired brushes, textures, and digital tools used by tens of thousands of creatives — from indie artists to major studios. He shares what it’s really like to run a creative business while keeping it small, weird, and intentional.

View RetroSupply

Credits

Audio/video editing: Clara Wright
Cover art: Brad Woodard
Intro animation: Seth Austin
Intro music: “Snakes and Fire” (Instrumental) by Pär Hagström