June 24, 2026

This Mindset Shift Can 10x Your Income | Chris Do

1 hour 16 minutes

You've been undercharging. You've been giving away too much. And every time a client pushes back on price, you fold before they even finish the sentence. Here's the truth: the problem isn't your pricing. It's your positioning. And the moment you stop apologizing for your value is the moment everything changes.

Chris Do is the founder of The Futur and has taught hundreds of thousands of creatives, entrepreneurs, and builders how to charge what they're actually worth. He's built a career mastering the art of negotiation, personal branding, and pricing psychology, and in this episode, he's breaking down the exact frameworks that separate people who get paid like amateurs from people who get paid like experts.

In this episode, you'll learn:

Why charging more is more ethical than charging less and how underpricing hurts your clients, your team, and your ability to deliver real value

The with or without you energy: how to walk into every negotiation knowing you're the prize and why neediness kills deals before they start

Price bracketing: the exact way to present your pricing so clients anchor high and negotiate themselves up instead of down

Why most entrepreneurs don't have a marketing problem, they have a positioning problem, and how being specific makes you more money than trying to serve everyone

The mindset shift that lets you charge 10x more: understanding that money is a construct, scarcity creates value, and brand is what makes people pay premium prices for the exact same thing

Stop selling yourself short. Start owning your value. The clients who can't afford you aren't your clients. The ones who can are waiting for you to believe it first.

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(00:00:00) Introduction: You Are the Master of Your Destiny, Not the Client

(00:00:40) The Chris Do Move: How to Ask for What You're Worth Without Being Delusional

(00:02:48) With or Without You Energy: The Mindset That Changes Every Deal

(00:07:01) Charging More Is More Ethical Than Charging Less

(00:08:53) The Pricing Game: Price Bracketing, Anchoring, and Never Justifying Your Number

(00:12:50) How to Find Out What Clients Really Have: The Budget Excavation Method

(00:17:01) The Manipulation Behind Luxury Goods: Stories, Scarcity, and Status

(00:22:48) Money Is a Construct: The $800 Day Rate Story and Playing the Game

(00:25:05) From Vietnam to Mercedes: Writing Your New Self-Story Through Mastery

(00:27:16) What Is Brand and Why Does It Matter More Than Marketing

(00:31:13) Don't Try to Be Better, Be Different: The Sea of Sameness Problem

(00:32:25) The Imogene and Willie Test: What Story Are You Telling Yourself

(00:35:18) Fake It Till You Make It or Believe It Till You Achieve It

(00:37:41) You Don't Have a Marketing Problem, You Have a Positioning Problem

(00:42:03) The Three Monsters: Perfection, Advice, and People Pleasing

(00:49:15) Visualizing Success: Designers Are Futurists Who Imagine the Optimal Path

(00:54:52) Passion Follows Mastery: The YouTube Origin Story

(00:59:25) The Rich Owner Versus Poor Owner Mindset: Business Archetypes and Self-Sabotage

(01:05:54) I'm My Own Number One Fan: Loving Yourself and Handling Trolls

(01:09:37) Infusing Soul Into Your Brand: Flip the Cliché and Build Your World

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