Your clients have been trained to push you down on price. 

It’s built into their playbook. 

They’ll smile, nod… then ask you to shave just 5%. 

And every time you say yes… 

…you don’t just cut into this project’s profit. 

You cut into the future of your business. 

You weaken your positioning. 

You chip away at the very respect this industry once held. 

That’s why your business feels heavier. 

That’s why projects run hot, stressful, and thin. 

That’s why you keep working harder… yet see less left over at the end. 

The truth?  

Competing on fees doesn’t keep you alive. 

It bleeds you out. Slowly. Quietly. Relentlessly. 

In this week’s IGNITE Podcast, I show you exactly why undercutting is the silent killer of engineering, town planning, surveying, and architecture consultancies — and how to finally break free. 

Because survival isn’t about being the cheapest. 

It’s about being valued. Respected. Profitable. 

And if you’re ready to reclaim your worth, set the line you’ll never cross, and finally build a consultancy that commands premium fees… this is the episode you cannot afford to miss. 

PS: If you’re interested, here are 4 ways I can help you right now: