This Black Friday week, everyone's running sales—but if you're building a premium brand, discounting is the fastest way to destroy your positioning. In this episode, I'm breaking down the desperation programming that makes entrepreneurs default to sales, the psychology of why discounts erode perceived value, and what luxury brands like Hermès, Chanel, and Dior do instead. You'll learn how to create exclusive offerings that drive revenue without training your audience to devalue your work. If you've been thinking about running a Black Friday sale, listen to this first.

Read the full article on Substack: https://thestillwellsociety.substack.com/p/the-luxury-brand-rule-you-are-breaking

Ready to step into the premium version of yourself? If you need personalized support to make this identity shift, email me at [email protected] with "Identity Shift" in the subject line, and let's schedule a time to see if you're a fit for private coaching.

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