I just finished another novel by my favorite author, Irwin Shaw.

His characters are my favorite part of the writing. They're often flawed and remarkably human. But they rarely ruminate. They make decisions, act fast and accept the consequences of their actions.

I'm bringing this up because too often we spend time in self-doubt, worrying about what our decisions say about us.

Decisions about raising fees, leaving insurance, expanding the practice, or investing in marketing.

In the last decade of working with practice owners, I've seen just a handful of clients who were quick to take action. But those clients are also the ones who didn't stay stuck.

I've learned that at some point, thinking has to turn into action. You can do the research, look at the evidence, and think through the consequences, but you can't eliminate the possibility of being wrong.

And even if, in retrospect, the decision was wrong, it still taught you something.

When I work with clients, one of the first important decisions I ask them to make is to set their private-pay fees.

Almost everyone I've worked with wants to raise their rates but is nervous to do so.

There are many reasons at play. Some say it's due to imposter syndrome. Others simply feel guilty about charging more. And so they avoid making the decision, continue trying to make ends meet, and gradually start feeling resentful.

But underneath all of that is fear.

Fear of being wrong. Fear of losing clients. Fear of not being chosen in the first place.

So when we start working together, we don't wait until that fear disappears. We make the decision based on evidence, research, and my client's vision for their practice.

Then we act.

Because at some point, you have to accept that you won't know whether a decision was right until you've made it.

To help you take this particular step, I broke down the pricing strategy process in an article I recently wrote for SimplePractice.

You can read it here.

See you next week,

Avivit