Pricing with purpose begins by defining what success really looks like for you. In this episode of Live with The Pricing Lady, I sit down with Anna Lundberg, business mentor and founder of One Step Outside. She helps high-achieving professionals design businesses that deliver both profit and freedom.

Together, we explore how pricing and business strategy intersect with mindset, boundaries, and clarity of purpose. Anna shares her transition from corporate to coaching, the real impact of intentional business models, and how pricing reflects your values.

This conversation is especially for those who feel caught between purpose and profit. If you’ve ever struggled to set prices that feel aligned or questioned your value, Anna offers both strategy and inspiration. Tune in to hear how to price for the business you want, not just the one you have.

Favorite quotes from this episode

Episode Links

Reach out and talk to Anna:

LinkedIn: https://www.linkedin.com/in/annaselundberg/

Scorecard from Anna: https://onestepoutside.com/intentionalbusiness

Episode Summary

Defining Success on Your Own Terms
In this episode of Live with The Pricing Lady, Anna Lundberg joins Janene for a powerful conversation on how to build a business and pricing model rooted in what truly matters to you. From the start, Anna highlights that “pricing with purpose” requires clarity around what success actually looks like—not from society’s perspective, but from your own. Too often, entrepreneurs adopt pricing strategies based on what others are doing or what they think they should be charging, rather than aligning with the life they want to lead.

Purpose-Driven Pricing Starts with You
Janene and Anna explore the difference between pricing reactively and setting prices that reflect your goals, energy, and values. Pricing with purpose isn’t just about numbers—it’s about making sure your pricing supports a sustainable business and a fulfilling life. Anna shares how early in her business she struggled with the typical hourly-rate mindset, only to realize that approach didn’t honor the full value of what she was delivering. That shift in thinking became a cornerstone of how she now supports her clients, helping them move beyond undercharging and overdelivering.

The Emotional Side of Pricing
The conversation dives into the emotional and mindset challenges that often surface around pricing. Anna talks candidly about how fear, guilt, and limiting beliefs—especially for women—can lead to inconsistent pricing and blurred boundaries. Janene echoes that many business owners try to be fair to everyone except themselves. Together, they offer insight on how pricing with purpose requires not just strategy, but self-awareness and boundaries.

Resentment Rate vs. Integrity Rate
One of the standout concepts Anna shares is the idea of setting a “resentment rate” and an “integrity rate”—simple tools that help you assess where your pricing stands in relation to your energy and business needs. Pricing below your resentment rate leads to burnout and frustration. Pricing at or above your integrity rate allows you to deliver with confidence and protect your energy. This framework makes pricing with purpose not only possible, but practical.

Redefining the Rules of Business
Throughout the episode, Anna challenges the standard narratives about what a business should look like. She reflects on how the freedom and flexibility she craved early on now show up in different ways—and how that has influenced her pricing decisions. From being a digital nomad to now raising a family by the sea, Anna’s story is a reminder that business is a reflection of life, and both evolve. Pricing with purpose, then, becomes a living process—something to revisit as your circumstances and values shift.

Strategic, Not Sacrificial
Janene and Anna agree: being generous doesn’t mean sacrificing your sustainability. Too many entrepreneurs fall into the trap of overgiving, hoping it will “pay off” later. But pricing with purpose means building a model that works now—not someday. That includes choosing the right clients, packaging offers wisely, and communicating value clearly. Pricing isn’t just about making a sale—it’s about making your business work for you.

Pricing Clarity is Business Clarity
This episode is a must-listen for anyone who feels caught between wanting to help people and needing to make their business viable. Whether you’re just starting or several years in, pricing with purpose is the thread that ties together your vision, your offers, and your income. Anna’s wisdom will leave you reflecting on your own definitions of success and inspire you to craft a business model that honors both your ambition and your well-being.

👉 Listen now and discover what pricing with purpose can do for your business.

Subscribe, rate, and review the Live With The Pricing Lady your go to pricing podcast for service based businesses, for more insights. I’d love to hear your thoughts, questions, and topic ideas—follow me and join the conversation on LinkedIn. Remember, pricing is a continuous journey, and together, we’ll make sure it leads to success!