Why People With Less Talent Are Charging More Than You – The ASSAAAP™ Fix!

You’ve probably seen it: Someone with half the skill, half the experience, charging double. Getting invited to bigger rooms. Landing premium clients. Or promotions. Or press. And you’re left wondering:

“What signals are they sending that I’m not—yet?”

The truth? It’s usually not skill. It’s signal.

Whether you’re a founder, a service provider, or a professional, people decide your value before you ever pitch.

So the real game isn’t just doing good work. It’s being positioned as the obvious choice.

There are only 3 ways to grow revenue:

1. More Clients (Acquisition)
2. More from Current Clients (Retention)
3. Charge More (Pricing)

Acquisition is expensive. Retention (my favourite) is sustainable but takes time. But pricing? That’s the fastest lever — if your value is visible.

And that’s where the ASSAAAP Framework™ comes in. Seven credibility levers that quietly shape perception — and turn “good” into “go-to.”

💡Quick Clarification Points

Before we jump in – 2 quick points:

Do you need all seven? No. Some may not even make sense in your space. This is a menu – pick the lowest effort and highest impact one to start.

Does this replace actually being good at what you do? Does this promote style without substance? No! “The point is: some of the best experts are invisible — robbing the world of their genius.

I built this framework for founders, consultants, and professionals who are great at what they do, but struggle to communicate that value at a glance.

🔐 The ASSAAAP Framework™

7 ways to make your value undeniable

1. Accreditations

Degrees, certifications, industry standards. They fast-track trust, especially in regulated or enterprise spaces.

A plate of pasta at your local Italian? $15. A plate of pasta at a Michelin-starred restaurant? $85+Same ingredients — different signal.

→ What formal credibility are you overlooking?

2. Social Proof

Testimonials, screenshots, case studies. They’re not vanity — they’re conversion assets.

💡 Try @shoutout.io to create a “love wall” of your reviews.

→ Are your results easy to see?

3. Speaking

When you’re seen alongside other credible voices, your authority rises. TEDx is great, but panels, podcasts, and webinars all count.

→ Use @ListenNotes (free) OR PodMatch (paid) to find aligned shows. → Don’t wait to be invited. Pitch yourself.

4. Awards

You don’t need to be discovered. You can nominate yourself. I’ve done it — no PR, no entry fees.

→ Try UK Awards List

Even if you don’t win, the nomination process forces you to reflect and own your growth.

5. Affiliations

People trust those who move in trusted circles.

Oprah didn’t start famous — she aligned with world-class thinkers. Steven Bartlett built credibility by hosting influential people before he became one.

Affiliations are perception shortcuts. They quietly answer, “Should I trust you?”

And this quote by @Usman Sheikh says it perfectly:

“The wrong room is killing your career.”

Provided there is a fair value exchange on both sides, it’s one of the fastest credibility levers you can pull. In a noisy world, proximity matters.

→ Are you putting yourself in rooms that reflect your future, not just your past?

6. Advisors

A respected name on your board or proposal can significantly impact how people perceive you. It’s the Michael Jordan effect — borrowed trust builds faster than explained trust.

Unlike affiliations, which show where you belong, advisors show who is backing you.

→ Who already believes in your brilliance and would vouch for it? Ask them.

7. Publish

Newsletters, podcasts, books, whitepapers — whatever fits your lane. Publishing consistently turns quiet experts into visible authorities.

Thought leadership isn’t about going viral. It’s about showing up so clearly, they stop asking why you charge what you charge.

🥖 Final Thought: The Parable of the Breadmaker

I’d like to conclude with a story that altered my perspective on pricing: The Parable of the Breadmaker.

A baker made the best bread in town — but sold it for one copper coin. He worked 18 hours a day, barely surviving. One day, a merchant saw him turning customers away and said, “Double your prices.” The baker resisted. But eventually, he did. He lost half his customers… but made the same money in half the time. With the extra hours, he improved his craft, raised his prices again — and only the customers who truly valued his work remained. A year later, he worked less, earned more, and loved his business again.

The moral?

The price you charge is how valuable you tell the world your work is. And the world often believes you — as soon as you do.

I’d like to hear from you.

Which of the 7 credibility levers was your favourite or most resonates with you? Let me know in the comments 👇🏽

My personal favourite? Number 5.

Because with the right who, almost any how disappears.

✍🏽 Until next time

This has been Yemi, reporting from the RevOps front line ✌🏽