How DO therapists raise their fees and why is it so hard?

I asked a couple of my Lean In. MAKE BANK. graduates if they'd be willing to have R.E.A.L conversations with me about what it was actually like to do things like: Raise their fees to a number bigger than they felt comfortable with Get off insurance panels even though that's how they built their practices Leave agency jobs or side gigs and really go all in on private practice Of course the therapists were like, "Hell yeah!" because they are awesome humans. Initially, I was just going to record a handful of video interviews so you could get some inspiration while I was gone, but the stories these therapists shared were remarkable - just so honest and inspirational - that I realized I had something much MUCH more on my hands than a few video interviews. The experiences these therapists shared - the clear, actionable steps along with the mindset shifts that they were able to talk about having - well, let's just say transformational doesn't begin to describe what I was hearing.