E51 | Someone has to be the most expensive, why not you? with Andrew Griffiths

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   Newsletter – each week I share interesting insights, articles and ideas you can use. Join other leaders and subscribe to The Evolution Partners newsletter https://evolutionpartners.com.au/subscribe/   Books – Learn more about our books https://evolutionpartners.com.au/books/  Made to Thrive: The practical, prescriptive guide on how to be a great CEOOnboarded: How to bring new hires to the points where they are more effective faster. A business case for leaders on why you should commit to an effective onboarded process.  Onboarded for Managers: Helping managers bring new hires to the point where they are more effective faster. Follow me:  on https://au.linkedin.com/in/bradleygiles  on https://twitter.com/Evolution_Perth   Enjoying the show? Leave a review Support the show: https://www.facebook.com/evolutionpartnersperthSee omnystudio.com/listener for privacy information.