Pricing your products or services is perhaps one of the most emotionally charged decisions entrepreneurs face. In this deeply insightful conversation with Etiosa, CEO of Decision Alpha, we uncover the psychological underpinnings of pricing strategy and how behavioral economics can transform business monetization.
When asked what emotions come up around pricing, business owners typically respond with words like "dread," "anxiety," and "fear." Most admit they're "guesstimating" or "undercharging." This widespread uncertainty highlights the critical need for a science-based approach to pricing. Etiosa's firm helps businesses not only determine optimal price points but also craft compelling narratives that make those prices resonate with potential customers.
Beyond pricing psychology, our conversation explores the fundamental building blocks of entrepreneurial success. Etiosa shares her journey from corporate finance to founding Decision Alpha, emphasizing the power of process goals over outcome goals. Rather than fixating on revenue targets, she tracks activities within her control—how many speaking engagements she secures, how many pricing audits she conducts, how many coffee meetings she arranges with potential clients. This process-oriented approach reduces anxiety while building consistent habits that drive success.
Perhaps most refreshingly, Etiosa champions high-touch business development strategies in an era obsessed with automation and scaling. Her success comes through genuine human connection—coffee dates, one-on-ones, speaking engagements, and offering free pricing audits. These approaches may not scale efficiently, but they build trust no automated outreach can match. "You can't make up care," she notes. "There's just no way to hack that."
Whether you're looking to optimize your business pricing, struggling with entrepreneurial mindset challenges, or preparing to leave your corporate job, this episode delivers actionable insights and psychological frameworks to help you build with intention and confidence. As Etiosa reminds us, success is built grain by grain—seemingly boring consistency that eventually becomes a mountain of achievement.

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