Podcast Summary: Beyond Blind Blaming – The Psychology of Pricing: Business Secrets Every Creative Should Know | Chris Do

Podcast: Beyond Blind Blaming
Host: Kevin D. St.Clergy (YAP Media)
Guest: Chris Do
Date: November 11, 2025

Episode Overview

This episode explores the often invisible mindset barriers that hold back creative professionals, specifically focusing on the psychology of pricing, selling with confidence, and building a sustainable business. Host Kevin D. St.Clergy delves into Chris Do’s journey from running a creative agency to becoming a leading educator for creatives, and uncovers the beliefs and business strategies that separate struggling artists from thriving creative entrepreneurs. The discussion moves well beyond pricing tactics, emphasizing self-awareness, value creation, and the courage to change limiting assumptions.

Key Discussion Points & Insights

Chris Do’s Journey: From Agency to Education

• Chris’s Transition Was Accidental: Started sharing educational content online at the suggestion of a friend, Jose Caballer (02:50).
  • "He made me a very generous offer... all you have to do is sit there. You didn't have to say anything... allowed me to slowly grow into that role." – Chris Do (02:50)
• Breakout Moment: Shifted from “content as promotion” to “content as pure teaching,” which rapidly accelerated audience growth and led to significant product sales success (03:59).
  • "We’d prepare all night... recorded this episode... That video started to take off and then I knew we're onto something here." – Chris (04:15)
• Long Game Reality: It took over two years of consistent value-driven content before significant returns (05:14).

Overcoming Common Creative Roadblocks

• Myth #1: “If My Work is Good Enough, I Won’t Need to Sell” (06:39)
  • Many creatives invest little in marketing, networking, or self-promotion, believing skill will speak for itself.
  • "I don't know why I was so deluded that people are just going to know to call me. ...no one else even knows that you exist. So it takes a bit of work, a little bit of luck for opportunities to happen." – Chris Do (06:53)
• Myth #2: “It Only Works in Certain Markets” (08:26)
  • Creatives often blame geography or circumstances, ignoring global opportunities.
  • Chris debunks regional excuses, encouraging the use of the internet to reach clients anywhere (09:44).

Mindset, Blind Spots & Limiting Beliefs

• Seeking Permission: Many wait for external validation to take action or charge more (10:37, repeated at 00:00).
  • "We’re waiting to get permission from somebody, somewhere to do something that we should have always done." – Chris Do (10:37; also 00:00)
• The Breakthrough of Asking Questions: A business coach pointed out Chris never asked clients about their needs, which revolutionized his approach and dramatically increased his firm’s size and success (11:37).
  • "You’ve never once asked the clients what they want... He gave me permission to ask a really direct question." – Chris Do (11:51)
  • "Once I learned how to ask questions and build rapport... I was able to close jobs that were 4, 5, $600,000 in size." – Chris Do (12:33)

The Psychology of Pricing

• False Ceiling: Most creatives set artificial upper limits based on hearsay or group norms (13:53).
  • "They assume there's a maximum, and they found the maximum... so much of what we believe to be true is just a figment of our imagination with too little proof." – Chris Do (15:53)
• Pricing Based on Impact vs. Effort:
  • Creatives make the mistake of pricing based on hours, not value delivered (16:53).
  • "When you price based on your time, you're doing a very selfish thing... you've not spent any time empathizing with the other person." – Chris Do (18:58)
  • Anecdote: Carrie, a coaching client, only believed higher prices were possible after seeing (and then charging) more successfully (14:35).

Selling with Confidence & Integrity

• Reframing Sales: Sales isn’t manipulation; it’s a “permission-based approach handled through conversation to align interests” (19:56).
  • "Your main job in the sales conversation is to understand what the person's going through... If it's something that you can do and help them with, then you should. If you can't, refer them to someone else." – Chris Do (20:34)
• Knowing When to Walk Away: Define what makes an ideal client and have the courage to say no (23:08).
  • "If you say yes to everything, then your yeses mean nothing. So the more you exercise your ability to say no. When you say yes, it means a lot." – Chris Do (26:36)

Building Trust and Social Proof

• Trust Starts With Sharing Vulnerability & Lessons Learned:
  • "Beware of perfect people because perfect people are always hiding something." – Chris Do (33:03)
  • Share not just successes, but failures and how you recovered, to humanize your brand and foster trust (33:35).
• The Power of Honesty: A pivotal anecdote where directness and honesty with a potential six-figure client outweighed ‘polished’ answers (36:17).
  • "I had to tell them the truth. ...if you're like beating around the bush, it's a sign that you're not a very trustworthy person." – Chris Do (38:33)

On Self-Investment and Learning

• Reading as a Primary Mode of Growth: Books (not just audio or digital), business coaching, and therapy were Chris’s greatest tools for personal development (39:01).
  • "The best bang for the buck, the most value I've ever gotten in my life, was working with a therapist." – Chris Do (39:36)
• Deep Value of Active, Reflective Reading: The act of reading as mind-to-mind communication across time (42:09).

Final Words of Encouragement

• Responsibility & Power: If you feel stuck, look within rather than blaming external circumstances; you have the power to change your outcomes if you want to (44:34).
  • "If you're feeling stuck... most likely the answer's not from outside, it's from within. ...Because much of what you experience in your life you created, you can then undo if you want to." – Chris Do (44:34)

Notable Quotes & Memorable Moments

• Chris on Limiting Beliefs & Permission (00:00/10:37):
  • "We're waiting to get permission from somebody, somewhere to do something that we should have always done."
• On Pricing Blind Spots (16:53):
  • "When you price based on your time, you're doing a very selfish thing... you've not spent any time empathizing with the other person."
• On Refusing the Wrong Clients (26:36):
  • "If you say yes to everything, then your yeses mean nothing."
• On Building Trust Through Radical Honesty (38:33):
  • "I have to tell you the truth... if you're beating around the bush, it's a sign that you're not a very trustworthy person."
• On Self-Responsibility (44:34):
  • "If you're feeling stuck... most likely the answer's not from outside, it's from within."

Important Timestamps

• [02:50] – Chris’s “accidental” pivot to educational content
• [03:59] – Turning point: teaching with no ulterior motive
• [06:39] – Real causes of creative business struggle
• [10:37] – Mindset and permission: waiting for outside approval
• [11:37] – The critical sales coaching breakthrough
• [13:53] – Pricing myths and value perception
• [16:53] – The empathy-imagination-pricing connection
• [19:56] – Redefining sales as a permission-based, values-driven conversation
• [23:08] – Determining and sticking to ideal client criteria
• [33:03] – Building trust through authentic storytelling
• [36:17] – The power of honesty in closing high-value deals
• [39:01] – How Chris invests in his own growth
• [44:34] – Final message: look within for change

Takeaways for Listeners

• Lasting business growth requires uncomfortable self-reflection and a willingness to question long-held beliefs about worth, value, and sales.
• Creatives must move beyond waiting for permission, market validation, or perfect conditions—success comes from internal shifts, not external environments.
• Pricing should reflect the value and impact delivered, not just the hours or “what everyone else charges.”
• Building trust is about vulnerability, honesty, and consistent value creation—not perfection or empty promises.
• Declining non-ideal clients is both empowering and essential for lasting success.
• Personal growth investments (reading, mentorship, therapy) pay off tremendously in business and life.

Follow Chris Do: On all social platforms @thechrisdo
Follow Kevin D. St.Clergy: For more episodes of Beyond Blind Blaming

This summary covers all substantial insights, stories, and tactical advice from Chris Do’s episode, delivering depth and actionable takeaways that will resonate with every creative business leader—not just artists or designers.