Every great company wants to charge what they're worth.

But in the pursuit of profit, some forget that price must be earned, not assumed.

In this episode of The Wizard of Ads, Todd Liles and Roy H. Williams unpack the truth about raising prices the right way—when confidence is justified, and when it turns into arrogance.

They reveal:

• How to know when your service truly deserves a higher price

• Why raising prices too soon breaks trust faster than you think

• The difference between confidence and entitlement in leadership

• Why the best brands raise value before they raise price

• The diner story that proves small, earned increases can transform a business

Price follows trust. Value earns both.

📌 Connect with Todd Liles: Website | Instagram | Linkedin

🔗 Full show notes and resources: www.toddliles.com/wizard