Konnected Minds Podcast:

Episode Segment: Don't Price for Approval, Price for Sustainability – How To Build a Thriving Business Online
Host: Derrick Abaitey
Date: March 8, 2026

Episode Overview

In this insightful segment, Derrick Abaitey sits down with a dynamic guest (Charity) to dive deep into the realities of building a sustainable online business. The conversation centers on authentic brand-building, the importance of strategic pricing, overcoming perfectionism, and the real mindset required for success. Both personal experience and practical wisdom are shared, highlighting the challenges and triumphs of entrepreneurship—especially valuable for young business owners and aspiring female entrepreneurs across Africa.

Key Discussion Points & Insights

1. The Imperfect Start and Finding Your Timeline

• Overcoming Perfectionism:
  • Many are afraid to start their businesses because they want everything to be perfect, from packaging to marketing. Charity recalls her initial struggles:

  "You don't have to get it perfect. I think that's why a lot of people haven't started, because they want everything to be perfect before they start." — Charity [00:15]

• Timeline Independence:
  • Emphasizes growing at your own pace and not rushing goals (like opening a physical shop) based on external pressure:

  "I'm not in a rush. I'm not on anyone's timeline. I'm on my own timeline." — Charity [00:41]

  • Comparison is discouraged:

  "Their path is different from mine... it can do well without a shop. If I show up for it, if I'm consistent..." — Charity [01:02]

2. Authentic Online Presence and Building Trust

• Consistency & Authenticity:
  • Success online relies on being genuine and connecting deeply with your audience. When you show up authentically, customers become loyal advocates:

  "Show up in your most authentic self. You don't have to be someone else... I connect with my customers so much that if someone comes to call me a scammer, they'll fight for me." — Charity [01:46]

• Reputation Is Key:
  • Your online presence should inspire confidence in potential customers:

  "When people see your page, they don't have any doubts, you know, that, yes, they can bring their money to you." — Charity [02:05]

3. Pricing for Sustainability, Not Approval

• The Pricing Anxiety:

  • Many entrepreneurs underprice out of fear:

  "They make their product so cheap because a certain number of people are okay with that and they are so scared." — Charity [02:54]

• Sustainability over Popularity:

  • Pricing should ensure the ongoing health of your business, not just immediate sales:

  "You don't price for approval. You price for sustainability. Your business needs funds, not just profits." — Charity [03:09]

• Not Every Customer is Yours:

  • It's important to accept that your products aren't for everyone:

  "Not everyone is your customer. Know the people you are trying to attract and then push your business to them." — Charity [03:41]

  • Confidence in your pricing attracts the right audience:

  "If someone comes to you and says, 'Oh, your prices are too expensive,' you say, 'Thank you. Go to where it's cheap.' Don't be scared to tell people off." — Charity [03:54]

• Real-Life Example:

  • Explains a case where a competitor sold a similar product with low markup, resulting in stagnation:

  "If it's not something a lot of people are buying, how are you able to make money from it? ... You're trying to make everyone your customer." — Charity [04:47]

  • Choosing to price for sustainability resulted in selling 500-600 pieces in a few months:

  "I've sold about 500 pieces or 600 pieces... that's because I'm able to push it, make it fun, let people know that, okay, you need this..." — Charity [05:48]

4. Mindset: No Self-Pity, Just Confident Execution

• The Dangers of Pity:
  • Displaying struggle and desperation turns off customers:

  "We like to pity ourselves... you will never see me do that if no one is buying. Make people believe that they are buying. People don’t want to buy from struggling businesses." — Charity [06:02]

• Create Curiosity and Desire:
  • Success is attractive—focus on projecting the energy you want to receive:

  "Why are people buying from her? And they push towards you. But you are not motivated and you're not pushing it. Honestly, you send people away." — Charity [06:32]

5. Motivation vs. Discipline

• Discipline Wins:
  • Charity credits discipline as more critical than motivation for sustained progress:

  "Discipline really pushes me every single day... I don't get to talk to a lot of people in a day. So when I get to talk to my customers... I feel motivated." — Charity [07:31]

6. Standout Advice & Resources

• Best Advice:

  "Don't price for approval, price for sustainability." — Charity [08:17]

• Recommended Book:
  • “One of the best books I’ve read was Femi Otedola’s book.” — Charity [08:29]
  • Encourages reading it with an open mind, focusing on persistence over privilege:

  "It's not about getting a head start. It's about knowing what you are doing." — Charity [08:49]

Notable Quotes & Memorable Moments

• “I'm not on anyone's timeline. I'm on my own timeline.” — Charity [00:41]
• “Show up in your most authentic self. You don't have to be someone else.” — Charity [01:46]
• “You don’t price for approval. You price for sustainability.” — Charity [03:09]
• “Not everyone is your customer.” — Charity [03:41]
• “People don’t want to buy from struggling businesses.” — Charity [06:02]
• “Discipline really pushes me every single day.” — Charity [07:31]

Timestamps for Key Segments

• Intro to Starting Messy & Owning Your Timeline: 00:00 – 01:30
• Authenticity & Building Trust Online: 01:30 – 02:10
• On Pricing & Knowing Your Audience: 02:50 – 06:00
• Mindset: Self-Pity vs. Success Energy: 06:00 – 07:10
• Motivation vs. Discipline: 07:20 – 08:15
• Best Advice & Book Recommendation: 08:15 – 08:49

Tone and Style

The conversation is open, encouraging, and honest—mixing practical tips with real stories. Charity’s confidence and unapologetic authenticity set the tone, motivating listeners—especially young women and aspiring entrepreneurs—to own their story, price without fear, and put sustainability first.

This episode is a powerful listen for anyone building an online business and seeking real-world strategies for confidence, pricing, and long-term growth.