"I know I'm underpriced. I just can't afford to lose anyone." That's what Kevin told me in our first meeting. He ran a small IT services firm, had been in business for eight years, and hadn't raised his rates in five. He knew his margins were thin. He knew competitors charged more. But every time he thought about raising prices, the same fear stopped him: what if clients leave? So he kept grinding. Worked longer hours to make up for the margin he wasn't charging. Said yes to