In this episode of Great Practice, Great Life, Steve Riley brings back financial behaviorist and pricing strategist Jacquette Timmons to tackle the question that makes even experienced attorneys hesitate: “What should I charge?“
When your firm is busy, but margins feel thin, pricing often isn’t “wrong,” it’s inconsistent because the logic underneath it is unclear. You’re working hard, saying yes to work, and staying booked, but the income doesn’t match the effort.
Jacquette challenges the common advice to “charge what you’re worth” and explains why tying fees to your identity creates stress, guilt, and second-guessing. Instead, she reframes pricing as a business decision: you are not your offer, and your fees should reflect the value and outcomes your services create not your personal worth.
She also introduces a practical way to diagnose what’s really happening in your firm: treat your services like an offer portfolio. When you look at each service as an asset, you can see which offers truly function as profit centers, which drain time and energy, and whether your marketing dollars are pushing the work that’s least profitable.
If you want law firm pricing that supports profit, future capacity and a sustainable life, this episode offers a clear, human-centered reset.
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Inside This Episode
- Why “charge what you’re worth” undermines pricing confidence
- Separating personal identity from business offers
- Viewing services as a portfolio instead of a menu
- Average revenue per case vs actual profit per case
- How pricing decisions shape marketing spend and client mix
- The financial, personal, and emotional layers of every pricing conversation
