What Should I Charge? Fixing Law Firm Pricing When You're Busy but Margins Are Thin with Jacquette Timmons | Ep. 167

In this episode of Great Practice, Great Life, Steve Riley brings back financial behaviorist and pricing strategist Jacquette Timmons to tackle the question that makes even experienced attorneys hesitate: "What should I charge?" When your firm is busy, but margins feel thin, pricing often isn't "wrong," it's inconsistent because the logic underneath it is unclear. You're working hard, saying yes to work, and staying booked, but the income doesn't match the effort. Jacquette challenges the common advice to "charge what you're worth" and explains why tying fees to your identity creates stress, guilt, and second-guessing. Instead, she reframes pricing as a business decision: you are not your offer, and your fees should reflect the value and outcomes your services create not your personal worth. She also introduces a practical way to diagnose what's really happening in your firm: treat your services like an offer portfolio. When you look at each service as an asset, you can see which offers truly function as profit centers, which drain time and energy, and whether your marketing dollars are pushing the work that's least profitable. If you want law firm pricing that supports profit, future capacity and a sustainable life, this episode offers a clear, human-centered reset. In this episode, you will hear: Why "charge what you're worth" undermines pricing confidence Separating personal identity from business offers Viewing services as a portfolio instead of a menu Average revenue per case vs actual profit per case How pricing decisions shape marketing spend and client mix The financial, personal, and emotional layers of every pricing conversation Subscribe & Review Never miss an episode. Subscribe on Apple Podcasts, Spotify, or YouTube. ⭐Like what you hear? A quick review helps more people find the show.⭐ If there's a topic you would like us to cover on an upcoming episode, please email us at [e-mail]. Supporting Resources: Jacquette Timmons Episode 157: Money by Design, Not by Default with Jacquette Timmons Jacquette's Podcast: More Than Money with Jacquette TimmonsLinkedIn Instagram Atticus NewsletterMy Great Life Focus Curious about growing your own practice without burning out? Contact Atticus to see whether our law firm coaching can help you strengthen attorney success, refine your law firm business strategy, and build a practice that actually supports your life. This podcast for lawyers is part of our broader legal podcast library, offering practical insights on how to grow a law firm through stronger law firm leadership, law firm pricing and management, smarter marketing, intentional hiring, efficient operations, healthy law firm culture, and sustainable profitability, all while addressing law firm burnout and the realities of modern practice. You can also sign up for our newsletter to get practical insights on how to grow a law firm: from law firm leadership and management to marketing, hiring, operations, culture, and profitability, so you can build a Great Practice and a Great Life.