If you think of it as a response to the market.
If you build it up as your costs + profits.
If it’s set up being compared to the competitors.
If it’s taken as what big cos do.
If you want to build it from low entry points to then raise it.
If you’ll raise it little by little.
If you believe hours define it.
If you believe effort defines it.
If you believe it’s “what’s you’re worth”.
If Rate is confused with Price.
If you ask the question “what would you pay” instead of “would you pay ___”.
If you’re in the race to zero.
If you don’t see it as the representation of your promise.