Explain how clients determine your product value

I’ve heard Brooke say, “We don’t determine our [product’s] value. The people that buy it do.” But, I feel like that conflicts with a lot of the thought work we do on believing in the value of our product. It’s something we have to determine first, to put a price tag on it. How do we navigate what Brooke says with pricing our services and adjusting our prices if people aren’t buying? Thank you!