Last week I coached a client who is a marriage and family therapist toward a new program to help moms who are suddenly working from home AND locked up homeschooling their kids. I suggested this because everywhere I looked, I saw moms struggling. I heard them asking for guidance, support, tools, tips, and information. And I knew this client had each and every one of those things to offer… in massive abundance.
So I told her to create a program.
She told me she felt she should do it for free. She felt guilty charging for her services—she worried that people would say she was “opportunistic.” She runs a single-person business. Without sales, she has no business.
I urged her to price fairly and give incredible value. But NOT to give her services away for free.
Yet still, when she developed the program and offered it to her colleagues to share with their lists (all of whom are serving women who would benefit from exactly this kind of service) she had the very push-back she’d hoped not to hear. The push-back was filled with moral judgment about what she “should” do in “times like these.” About what was an appropriate time to wait before selling. And about how she shouldn’t “take advantage.” (She also got some enthusiastic “YES” responses.)
And for a moment… she wavered. But I told her what I KNOW to be true. And I want to invite you to the same truth—in this moment—if you’re even HAVING A HINT OF A THOUGHT that it’s immoral to run a business in a crisis.
I’m gonna go right ahead and call bullshit: