The whole “value is in the eyes of the beholder” thing sounds great in theory.

But in practice?

Value is shaped by cognitive biases.

And the biggest one at play? Anchoring.

When your coffee goes up 30 cents, people lose their minds.

Not because it actually affects their life, but because they’ve anchored to a price.

Physio has the same problem.

We’ve anchored to a poor price point.

I’ll say that again: we’ve anchored to a POOR price point.

​And every time we try to shift it, the same arguments come out:

❌ “People can’t afford it!”

❌ “We don’t deliver to that level.”

❌ “I'm not worth that much”
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​Seriously?

- Mechanics – $200 per hour
​
- Legal aids – $250 per hour
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​- Accountants – $300 per hour (for generic advice like ‘prepay expenses and put money in super’)

Yet WE struggle to charge more?

The real issue isn’t affordability—it’s how we’ve positioned ourselves.

And when we keep reinforcing low prices, we bias our own audience to see us that way.

Here’s proof:

- Subacromial decompression used to cost $10K.
​
- Now? It’s redundant—because physios get the same outcome.
​
- That outcome is still worth $10K, but for some reason, we contain it to less than $1K.

It’s not about whether we deliver value—we do.

This example just shows that the best physios deliver 10x the value their price suggests.

But here’s the caveat: not everyone is good enough.

So instead of us all swimming in the same pond, if you’re half-decent, raise your price.

Show the world you believe in what you do—then keep doing it.