My favorite part was Ann’s perspective on how hourly thinking puts you in a commodity mindset. In this episode, I had an inspiring conversation with Ann Carden all about business expansion and what it really looks like to grow in a sustainable, profitable way. Ann brought so much wisdom to the table, and I think you’ll walk away with a fresh perspective on what’s possible when you start thinking bigger in your business.
🔗 Connect with Ann on LinkedIn.
Resources
Ann Carden’s Books
Ann’s Website
expertinyou.biz – How to have $100k days/months
Expert in You Podcast
Expert in You Showcase Podcast
Listen On Apple Podcasts
tbdListen on Spotify
tbdWhen it comes to growing a business, we often hear the word “expansion”. But what does that actually mean? And more importantly, how do you expand in a way that increases your income without overloading your time and energy?
In my recent conversation with Ann Carden, we chatted about this very topic. Ann’s sweet spot is helping professional entrepreneurs build premium businesses that scale with less effort.
She says it best… If you want a six-figure income, you need a business generating at least $300,000 in revenue. Why? Because a business should pay for everything you need, from help and infrastructure to coaches, taxes, and growth investments. If it’s not, it’s not truly sustainable.
Start With the Vision
Too many entrepreneurs fall into the trap of just making enough to get by. Ann challenges us to stop thinking like employees and start thinking like business owners.
That means building something beyond yourself. If you’re constantly saying, “I can’t afford help,” the issue isn’t your revenue… it’s your pricing and business model.
And pricing, Ann says, is a huge factor in your ability to grow. Undercharging leads to burnout and keeps you stuck. On the flip side, premium pricing creates room to grow, get help, and make a real impact.
Value-Based Pricing vs. Hourly Rates
Ann makes a compelling case against hourly pricing. Not only does it commoditize your services (inviting clients to price shop), it also builds mistrust. Clients wonder if they’re being overcharged or if the hours are inflated. And worst of all, the better and faster you get at your craft, the less money you make.
Instead, Ann recommends pricing based on value and packaging your services into outcomes. That way, clients aren’t buying hours—they’re buying results. You shift from being a commodity to being the go-to expert.
Yes, There Are People Who Will Pay
A lot of entrepreneurs believe people “can’t afford” their higher-priced services. Ann pushes back on that mindset hard. Often, it’s not a money issue… it’s a marketing or sales issue. Maybe your ideal clients don’t trust you yet, or maybe you haven’t positioned your offer well enough.
“If they really want it,” Ann says, “they’ll find a way to pay.” But you’ve got to package your services to reflect the value and target people who can and will invest.
Your Offers Are Probably Too Small
If you’re unsure about what your offers even are, or you’re customizing them every time a new client shows interest, you’re not alone. But Ann warns that this approach usually means you’re leaving out your best, most valuable expertise.
She shares a powerful story of a client who was charging a few thousand dollars a month for social media services. After repackaging her expertise into a high-value consulting offer, she turned that client into a $413,000/year contract. Why? Because she finally stopped giving away her strategy and started charging for it.
The Four Ps of Business Expansion
Ann breaks her business accelerator method into four key pillars:
- Premium Offers – Start with high-ticket services and build down, not the other way around.
- Positioning – Become the “Lamborghini” in your space. Build credibility, trust, and authority so clients see you as the best.
- Promotion – Use high-impact lead generation strategies like speaking, podcasting, virtual events, and guesting. Visibility is everything.
- Profit – Focus on what actually grows your bottom line. More revenue streams, automation, and a smart team help, but profit is the true goal.
Coaching Isn’t Optional, It’s a Shortcut
Ann is a firm believer in hiring coaches and consultants. Not because you can’t do it alone—but because it will take you exponentially longer. A great coach sees your blind spots and helps you make massive jumps, like going from $1,200 services to $50,000 offers.
She’s seen it time and again, when you package your brilliance, raise your prices strategically, and shift your positioning, your business transforms.
Think Bigger, Sooner
Ann’s parting advice? Think bigger. Don’t stay in business just to get by. Entrepreneurship is hard work, so why not build something that gives you the freedom, impact, and income you really want?
“If you’re going to work 100 hours a week for yourself,” she says, “don’t make less than you would working 40 hours for someone else.”
Her mission is to help more entrepreneurs step into their potential, multiply their income, and play in the premium market… because when you have more money, you have more options. More impact. More freedom. And you’re no longer a victim of your own business.
