Most business owners underprice their work not because the math is wrong but because their fears show up in the numbers, and Etinosa Agbonlahor has built an entire firm around fixing exactly that. She and Mark talk through the psychology of pricing, how to have money conversations with the people who matter most before it becomes an emergency, and why a blank price tag on a truly unique home might actually work against you. It is one of the most fascinating episodes in recent memory, and the wine study alone is worth the full hour.

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See our upcoming live events - https://www.curiousbuilderpodcast.com/events

The host of the Curious Builder Podcast is Mark D. Williams, the founder of Mark D. Williams Custom Homes Inc. They are an award-winning Twin Cities-based home builder, creating quality custom homes and remodels — one-of-a-kind dream homes of all styles and scopes. Whether you're looking to reimagine your current space or start fresh with a new construction, we build homes that reflect how you live your everyday life.

Sponsors for the Episode:

Pella
Website: https://www.pella.com/ppc/professionals/why-wood/

Contractor Coalition Summit:
Website: https://www.contractorscoalitionsummit.com/

Where to find the Guest:
Website: https://decisionalpha.co/
LinkedIn: https://www.linkedin.com/in/etinosasere/

Where to find the Host:
Website - https://www.mdwilliamshomes.com/
Podcast Website - https://www.curiousbuilderpodcast.com
Instagram - https://www.instagram.com/markdwilliams_customhomes/
Facebook - https://www.facebook.com/MarkDWilliamsCustomHomesInc/
LinkedIn - https://www.linkedin.com/in/mark-williams-968a3420/
Houzz - https://www.houzz.com/pro/markdwilliamscustomhomes/mark-d-williams-custom-homes-inc