Andrew Griffiths, Australia’s leading small business author and global speaker, urges entrepreneurs to charge what they’re worth by building businesses of substance, not stress. Drawing from a life shaped by hardship and hustle, Andrew shares how he went from a struggling dive shop owner to a confident global mentor. 

Andrew explores the dangers of a poverty mindset, the trap of competing on price, and the power of narrowing your customer base. He says confidence, not just product, is what sells – and differentiation is key. Andrew’s message is clear: businesses that deeply connect with their customers, prioritise value over volume, and own their worth are the ones that thrive in uncertain times. 

Takeaways 

• Charge what you’re worth by valuing your expertise and unique contribution. 
• Poverty mindsets lead to undercharging and unsustainable, stress-filled businesses. 
• Narrow your customer base to sharpen your message and increase loyalty. 
• Customers pay more for trust, consistency, and a better overall experience. 
• Differentiation beats price-cutting in building long-term business resilience and value. 
• Confidence sells – more than product features or technical knowledge ever will. 
• Businesses that prioritise customer proximity build stronger, future-proof relationships. 
• Being the most expensive requires being the best in every detail. 

Follow Andrew Griffiths
https://www.andrewgriffiths.com.au/  
https://www.linkedin.com/in/griffithsandrew/  
https://www.facebook.com/andrew.griffiths.165  

Andrew's books
Someone Has to Be the Most Expensive – Why Not Make It You? https://amzn.to/42WfXy6  

Business Over Breakfast  https://amzn.to/4k9LWAq  
The Me Myth – What do you mean it’s not all about me? https://amzn.to/4deOjj2  
The Big Book of Small Business https://amzn.to/4mjDEIm  
Bulletproof Your Business Now https://amzn.to/4mdnsrX  
Secrets to Building a Winning Business https://amzn.to/456nwU4  
101 Ways to Market Your Business https://amzn.to/4jV015c  
101 Ways to Advertise Your Business https://amzn.to/4didstx  
101 Ways to Really Satisfy Your Customers https://amzn.to/4msoxfI  
101 Ways to Boost Your Business https://amzn.to/456nr2I  
101 Ways to Have a Business and a Life https://amzn.to/3YFNAS9  
101 Ways to Build a Successful Network Marketing Business https://amzn.to/3EZ0jsz  
101 Ways to Sell More of Anything to Anyone https://amzn.to/43hz0lf  
101 Secrets to Building a Winning Business  https://amzn.to/4mcFHxB

Books recommended on this episode:
Building a StoryBrand 2.0 by Donald Miller https://amzn.to/4j5I6aF  
How to Win Friends and Influence People by Dale Carnegie  https://amzn.to/43e6wZF 

Watch the episode on YouTube: https://www.youtube.com/@TheEvolutionPartners  

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