Grow A Small Business Podcast · Troy Trewin

QFF: Andrew Griffiths joins the Grow A Small Business Podcast to discuss his book 'Someone Has to Be the Most Expensive,' showing how premium pricing boosts business, attracts clients, and elevates owner mindset. (Episode 753 - Andrew Griffiths)

·26 min·1 clip

Griffiths says the real shift is “have the courage to start charging what you're worth.”

1. Grow A Small Business Podcast’s Quickfire Friday episode focuses on Andrew Griffiths and his book Someone Has to Be the Most Expensive, Why Not You?. 2. Mick interviews Andrew Griffiths, a Hobart, Tasmania-based entrepreneur, speaker, and author who says he is finishing his 16th book. 3. The episode asks how small businesses can charge more, shift their mindset, and use premium pricing to build stronger companies. 4. Griffiths says many businesses start cheap to attract customers and then cannot raise prices without losing price-driven clients. 5. He argues that “value” is broader than “value for money” because customers pay for experience, expertise, creativity, energy, and consistency. 6. Griffiths says businesses that charge the most often look at value through a different “matrix” and become more valuable by offering more value. 7. He says geography matters less now because clients can find businesses anywhere, including his own work from Tasmania to the rest of the world. 8. Griffiths says the biggest obstacle is a “poverty mindset,” which he links to his own early belief that cheap pricing was the only strategy. 9. He says he learned this lesson while running a dive shop, where low prices and weak margins made the business financially unstable. 10. Griffiths says the only strategy to future-proof a business is to be the most expensive in its space, because it improves competitiveness, resilience, staffing, and customer quality. 11. He says only about 2% of people in his conference rooms say they already charge what they are truly worth, while about 98% want to. 12. Griffiths says businesses that raise prices often lose customers they needed to lose, then make room for better-quality clients. 13. He says the practical shift starts with creating a bigger and better vision for the business, not just changing prices overnight. 14. Griffiths says the second step is building a plan, which may include rebranding, repositioning, moving premises, or redefining the offer. 15. He says the third step is getting the team, the customers, and even the family on board before the change is implemented. 16. Griffiths uses the line “you can’t put lipstick on a wombat” to warn that price rises must be matched by real changes in the business. 17. He describes the episode in an interview style with back-and-forth questions, practical examples, and repeated use of specific business cases. 18. The tone stays direct and pragmatic, with Mick pushing for steps small-business owners can use immediately. 19. Business owners thinking about premium pricing and repositioning. 20. Listeners wanting a theory-light episode about tactics can skip it.

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