How High Performers End Up Undercharging, And What Your Brain Needs To Change It

I turned down $25,000 that was literally being handed to me.

A woman walked across the room at my own event, cheque book open, and asked who to make it out to. And I sent her to the back of the room to do the $5,000 programme instead.

And twelve years before that, I offered 90 days of coaching to a room full of women and charged $25.

Two completely different price points. The same thing was happening both times.

It wasn't imposter syndrome. It wasn't a lack of confidence in my work. It was a hidden money identity my brain had built from past experiences with money, and it was quietly running my pricing decisions without me knowing.

In this episode I share both stories, explain exactly what a hidden money identity is and how your brain builds one, and show you what it actually costs you over time when you don't deal with it.

What I cover:

Why undercharging has nothing to do with imposter syndrome, and what's actually driving it

How your brain builds a money identity from your past experiences and uses it to predict your pricing, your earnings, and how hard you'll work for money

The real cost of undercharging when you add it up across years, not just per sale

Why I sent a woman with a cheque book away from $25,000 and what that moment taught me

How I recalibrated from hustler money identity to charging for value, and what changed in my business once I did

The six hidden money identities and which one might be running your numbers right now

Take the Hidden Wealth Identity Quiz → tashachen.com/quiz

Transcript

SPEAKER_00 0:00

If you're an ambitious woman who's done everything right, the career, the family, the responsibilities, but still you feel like there's something missing. There's a sense of not quite being fulfilled. You are in the right place. I'm Tasha, serial seven-figure entrepreneur and founder of Dare Wealthy Me, co-founder of the Science of Getting Rich Academy. After years of overworking and proving people-pleasing, I finally discovered the truth. Real wealth, it does not come from hustle. It comes from identity. Now I show women like you how to combine science and spirit to create wealth with ease, joy, and freedom. Because this is your time, your wealthy era. Welcome to the wealthy me podcast. Why high performers undercharge and underearn? And before your brain tries to close that loop, let me tell you it has nothing to do with imposter syndrome. I have been studying high performers myself, at the front of the line, like being a high performer myself, and just evaluating what is the reason why we end up with all the receipts, the resume to prove our wisdom, our knowledge, our expertise, but we find ourselves undercharging and under-earning. And for most people, I'm sure you'll, you know, as you're trying to figure that out, it would be natural to think, well, at a certain point in your success journey, you might start to have something like imposter syndrome. But I want to tell you this morning that undercharging has nothing to do with that. And why you're earning, under-earning has nothing to do with that. In fact, it is a blind spot that is costing you funding your retirement. It's costing you living the lifestyle that you desire. And ultimately, it is going to delay the legacy that I want, that I know that you want to create. Because one of the things I know about high performers, one of what we have in common is we're big on impact, we're big on legacy, we're big on making a difference, leaving the world a better place. And so, yes, money allows you to do that. And if you're not where you'd like to be financially, if you're under earning uh because you're undercharging, then that's going to be a problem. So this morning we're going to talk about what's really causing it, what causes us to under earn and undercharge, and we're going to talk about the solution. Welcome to the Wealthy Me podcast. My name is Tasha. I'm your host, and every Monday morning we gather here as high-performing women and we declare mostly to our brain, to our subconscious mind, that I deserve wealth with ease. We create a new neural pathway, we strengthen a neural pathway. If you've been here every week and you know we start Monday mornings off like this, we kind of give our brains a command. I deserve wealth with ease. So go ahead, jump in the chat, start typing. I deserve wealth with ease. I have it for breakfast every morning. Literally, I feed it to my brain. I deserve for it to be easy. So those of you that are watching live, go ahead, jump in the chat and type that. I deserve wealth with ease. Hey, goddess Antoinette from the UK. Okay, I have two stories that I want to tell you this morning to prove this point. It's kind of the this the tale of two price points. Because I think, as I was considering uh sharing this with you, I thought to myself, you know, I'm certain that people are gonna think when the price is higher, like when when we start earning at a higher level, that's when some of the gremlins start getting in there and start, you know, uh having these discussions in our brain that will cause us to shrink a little, uh, try to just get the deal. And I want to give you these two stories, two different price points, because I want to prove that it has nothing to do with where you are on your journey. Okay, so the first story, I was new, I was newly divorced specifically, which is a which is a story I'll tell it in our time. But I was newly divorced and I was the chapter leader for a local organization. It was an international organization, and I was a chapter leader in my my town. And I started noticing that the women in my chapter really needed some support with accountability more than anything else. Like they were smart women, they knew what they were doing in their business, but every month we would meet and it would feel like the needle hadn't moved. And I decided, okay, I know I'm great at holding people accountable. I know I'm great at helping them define their goals. Like that is a walk in the park to me. I can do that with my eyes shut. Okay. And so I offered, okay, I'm gonna do this with you. And at the time in my chapter, there's another lady, I think she was John Maxwell certified or one of these uh big names in the industry. She had done a whole certification program and she really came with the credentials to do this. I just knew I could do it naturally. And so I thought to myself, oh, you know, to convince the women that this is worth their time, I'm gonna partner with her and ask her if she would want to come in on this. Because at the time this was not gonna be a business for me. I was doing a business called mother and daughter trips. But I thought, if I partnered with her, then it will add credibility. The women will come and maybe she could get a client or two. And I'll never forget, she said to me, Okay, well, what are we gonna charge? I was like, charge. We're just doing this to support the women in our in our chapter and in our community. And she was like, Absolutely not. They will not only will they not take this seriously, they won't get the level of results that they're looking for for the 90 days that we're gonna hold them accountable. And I said, Really? She says yes. And I said, Well, what should we charge? I really I'm good to do it for free. Okay, note. And she said, I don't care what you charge, just charge something. And I decided to charge $25, $25 for 90 days of meeting once a week, holding them accountable, clarifying their goals, basically coaching. Okay. Fast forward five years later, I'm hosting an event. By this time, I landed in coaching. So I'm hosting an event. I have worked for eight months planning this event, doing the negotiations, putting a ton of money on the line. We get to the event, oh, five months promoting, doing all the legwork, getting people in the room. We get to the event, 200 people show up at the event. I work my behind off for three days, and we get to the end of the event, and my offer is a $5,000 package. And a woman comes walking over to me mid-event and she says, Hey Tasha, I know you did the $5,000 package. It's a group program. I'm not really interested in that. What would it look like to work with you one-on-one? And I said, uh, because I had never thought about that. So in the moment I was like, uh, $25,000. She's like, okay. She opens her purse, takes out her checkbook, and literally says, Who should I make it out to? And in that instant, and I want you to understand this, it's milliseconds, right? My brain is not processing. Milliseconds, my mouth open, and I say, no, no, no, no, no, don't do that. Go to the back of the room and just go do the $5,000 thing. She looks at me and she goes, Oh, okay. She goes to the back of her room, she does a $5,000 thing. I walk out of the room and I'm backstage by myself, and I start asking, why did I do that? That woman was literally ready to give me $25,000 and I sent her to go do the $5,000 program. Now I want you to think about this because both of those examples, $25, $25,000, the same thing was at play. It doesn't matter what the price point is. The reason I was not either willing to charge or willing to undercharge was this. I had had past experiences in my life in my teachings. I call these money traumas. These are experiences where intense emotions were involved for me, but what those scenes had in common, it was always money related. And in those moments where these traumatic events occurred, I created a rule in my brain around what had happened and what I was going to do in the future should I be in a similar situation. And my brain then built all of these experiences, took all of my life experiences and these moments with money, good and bad, and it put it all together, and then it decided this is the identity that we are going to operate from as Tasha when it comes to money, when it comes to pricing, when it comes to spending, when it comes to saving, when it comes to investing, earning how hard she works for money, how much money she keeps. This is the identity that we are going to build for her. And you know, your brain is literally a prediction machine. So it builds this identity and then it predicts your future based on who it has decided you are. Pause. I just want you to hear that because you get to decide if you're okay with this. Once I realize this, and here's the thing: there are six different money wealth identities that I have observed myself working with thousands of women, but usually I always say I'm the first person in the lab. So myself included, I've noticed that dealing with thousands of women, it comes down to there's only six different identities that I see the brain has created that women are operating from. Mine is called the hustler. And I I want to explain what this means to you because I want to connect the dots about how my brain seeing me as a hustler led to those moments where I was willing to undercharge, which in effect would cause me to under-earn. The thing that takes the most work is the thing that I it takes the most work, it has the highest value. It is the thing that I used to charge the least for. The thing that takes the most work, adds the highest value, is the thing that I was always willing to charge the least for. Do you know why? Because I, in my brain, my brain said, you have to work really hard for money. The reverse is also true. I would then work so hard for money that I would become exhausted, and you can't sustain that level of constant high performance. So I would become exhausted, and eventually, what do you think would happen over time? I would just start, you know, it's easier just charge less. I don't, I don't have the energy to fight with people about what the price should be, all like my $25. That's exactly what happened. I don't have the energy, I don't have the self-worth, I don't have the confidence to argue about what 90 days of coaching should look like. So, you know what? I'll just do it for free. I'll just do it for free because I don't want to. Where did that identity come from? It came from past experiences specifically in my prior marriage. We had big fights about money, and I was always feeling like I had to hustle to prove my worth financially. And because of the trauma of that, I decided not gonna do it. I would rather do it for free. Okay, no problem, like do it for free, but understand the long-term results of undercharging and under-earning. And I want to put that in context. Let us say I had not resolved this. Okay, that was 12 years ago. I was charging $25 for 90 days of coaching, 10 to 12 women max. Let's say I had stayed there, I would have made 90 days, there's four 90 days, uh, four 90 day quarters in a month, in a year, right? So I would have 10, 10 women every 90 days, $25. I would have earned, I think it's a thousand dollars when I did the math, because my brain can't even compute those numbers right now. But let's say it was a thousand dollars. If I had not resolved this, I would have earned $1,000 a year for 12 years because I would be undercharging, it would have caused me to under-earn drastically. And I want to tell you the other side of the story. Once you realize the identity that your brain is functioning from and how it is causing you to, or how it's impacting your earnings, you are going to want to do something about it. And thank God I did the work. I recalibrated this identity out of hustler money identity. And here is the result. I became committed to charging more for value versus charging more for effort. Because in my mind, the more effort I put in, that's only when I could charge more. Because my identity in my brain says only if you've worked your ass off. Excuse my French, but that woman coming across the room that day at that event, the money trauma that came up was this is too easy. It's too easy. Mind you, I had worked eight months. I had put a lot of money out on the line for the event. I had worked for three days. I was exhausted, but I had decided in my brain all of that work was only worth $5,000. When she came and she offered, she says, I just want you one-on-one. I'll give you $25,000 right here, right now. My brain said, No, you that's way too easy. $25,000 just like that, that is way too easy. And so I want you to see, had I not recalibrated this identity that my brain was functioning from, think about 12 years of $1,000. That's $12,000 12 years later. Because I did the work to recalibrate, my business went on to earn several years of seven figures. Think about the impact now. I want you, we are high-performing mid-wise women. If I had only been earning $12,000 for 12 years versus several years of seven figures, my retirement's been funded differently, my lifestyle's been different, the legacy that I want to create, I've been able to start to build that because I did the work to recalibrate. Undercharging and under-earning is not where it's at. Nothing good can happen when you undercharge and you're under-earning. Only good things happen when women have more money. Can you all tap that? Only good things happen when women have more money. So I want to say that to say, I promised you that I would not only paint this picture of what's going on and let you understand that this is a blind spot because it's a blind spot because you're not consciously walking around going, oh yeah, I'm a hustler for money. Oh, yeah. So there I told you there are six different identities: hustler, survivor, play small. How many of you know you're not charging because you're in play small mode? Um, responsibility carrier. Some people, the identity that your brain has decided in relationship to money is that you're undeserving of charging large sums or earning more money. And the last one, the ultimate one that we want to get to, why do we want to do this work is because we want to get our brains to function from money multiplier identity. So those are the six, okay? Um here's I love it. Only good things happen when women have more money. That's right. So those are the six, but until you know which one you are, and I was thinking about this this morning, I was thinking to myself, I love assessments. Goddess Diana is on here. She's like, I so love that you are always trying to learn more about yourself. Yeah, because when you know yourself, to know thyself is the epitome of life. I can decide once I know what's happening within me, does this work for me or does it not? When I do not know what's happening, it's almost like I'm on a boat. The compass is the GPS, it is deciding where we end up, and I'm not about it. Like I'm not gonna turn my whole life and my future, and I just am not. I'm not gonna turn it over to whomever. I want to be in charge. I am the one who decides. That's the other thing. I'm on a soapbox this morning. I am the one who decides. And so, one of the reasons why I love assessments, I was thinking about this this morning. 26 years ago, I was 25 years old. I woke up one morning, I had massive, massive cramps. It was not my time of the month. And I was like, what is going on? This went on for about five days, every single day, painful cramps. I knew it wasn't my time of the month, and so I was like, What's going on? And I came to a conclusion that I had endometriosis. Okay, so I go to the doctor and I'm sitting in front of him and he says, Well, what's going on, Mrs. Chen? And I said, I have endometriosis. And he's like, How do you know you have endometriosis? I said, Because I have all these symptoms. And all, you know, my friends that for whatever reason at that time in my life, I knew several women who were being diagnosed with endometriosis and they were telling, you know, me about the symptoms, and I decided I have those same symptoms. I have endometriosis, and this is going to mean I can't have kids, I'm gonna be in pain forever, I'm gonna have all these issues. And the doctor just looked at me and he said, Well, we did your urine test, Mrs. Chen, and actually, you're pregnant. In that moment, literally, the my reaction to what was happening shifted. It shifted because now I knew the test proved what was going on. When I left that office and I felt my cramps, it was like, baby, yay! When I when I, you know, I started eating different. I literally went and bought prenatal vitamins immediately because now I knew what was happening. Everything shifted once I knew. Didn't mean the cramps went away, but I knew what was going on and I adapted. And that's what I want you to hear me saying. I I have created this identity assessment for you because if nothing else, I just want you to know, understand, and see how your brain is operating in relationship to money. And once you see it, you can't unsee it. And once you know, you know. Now you have the power to make an empowered decision. You get to be the one who decides versus your brain being on autopilot and deciding. So type the word identity in the comments. Type the word identity. I know I just said this last week. I think some of you did, some of you might not have not. And if you did it and you rush through it, maybe you want to do it again and be very precise with each question. Figure out which is the one, you know, when you read the questions, the responses are like, well, all of these could be true. Really sit with, but which of the one is the one that is most true for me? So type the word identity. Hang on, let me put this in the um comments. Type the word identity, check your DMs. If you're on YouTube, you should be able to, you should be getting a message, or you can also go to Tashachen.com forward slash quiz. Tashachen.com forward slash quiz. Someone on here one day said, can you just can you type that? Can you type the links? I'm gonna do that right now. Tashachen.com. Forward slash quiz. And I have a question for you before I go this morning. I have a question. When I shared my story, the two scenes, and I talked about, you know, the impact of money traumas and how it built this identity and how I was unaware but operating from it, how it was driving my financial reality. I'm curious, what a masterclass where we dive really deep into this for you. We look at the identity that you got for yourself and how each one of those, and maybe I'll just use the top three because most women, 98% of us fall into three of those, usually, but how that identity specifically is causing you to undercharge and underearn and what to do about it, right? So, how to recalibrate that? Would that be helpful for you all? If you think we should do that, type just type yes. So I have a sense of okay, let's get the team to do this, let's put it all together. Type the word yes if that's something you would be interested in. Now, last week I said I was gonna do one tomorrow. I have to postpone that. And I really just want to see, are you all interested? Right? I want to give you what you need. I think, right? I'm coming from this is what I think you need as the expert who knows about all of this, but I also only want to give you what you need when you want it, because the the power of this work is amplified when you're ready. So, would this be valuable for you? Type the word yes, so I kind of have a sense of how many of you would want that. Okay. All right, and if you're watching the replay, get in there and get your vote in so I know. All right, ladies, that's it for today. Go have an amazing Monday, an amazing rest of the week. And remember, start to recalibrate your brain. I deserve wealth with ease. Everyone, have a great Monday. See you next week.