This is an important distinction. It's hard for business owners to initially charge what they need to grow and scale their business and it's important to recognize that most business owners start from a very different position than established celebrities and large companies. They can't simply match low prices set by those who already have massive audiences and significant capital.

New business owners face several realities:

- They're investing time and resources to build their knowledge and skills

- They have smaller audiences, meaning fewer sales to cover their operating costs

- They need to generate enough revenue to reinvest in growing their business

- They often can't benefit from the economies of scale that larger businesses enjoy

New business owners are better served by building up an audience of engaged and excited folks long before they begin selling their expertise.