Dr. Darnyelle Jervey Harmon is the CEO of Incredible One Enterprises, LLC, a multi-million dollar coaching and consulting brand. Known for transforming the lives of her clients, she helps entrepreneurs scale their businesses to seven figures while strengthening their faith. Her expertise spans mindset, marketing, sales, systems, and scaling strategies, creating lasting financial and spiritual success.
A sought-after speaker and strategist, Darnyelle's work has been featured in Essence, Success, Black Enterprise, and O Magazines. She is a best-selling author of seven books, including Burn the Box and Market Like a R.O.C.K. Star. Her accolades include the Women Presidents Organization's Women of Color Excellence Award, Black CEO of the Year, and two honorary PhDs in entrepreneurship.
Darnyelle holds a BA from the University of Delaware, an MBA from Goldey Beacom College, and certifications in executive coaching and business strategy. With a prophetic anointing and a passion for purpose-driven business, she empowers entrepreneurs to achieve both financial freedom and spiritual alignment.
During the show we discussed:
- What a business coach does and how to stand out in the industry
- The role of mindset in business success
- How faith influences business growth
- Shifting from making money to building a legacy
- Strategies for pricing and profitability
- Helping entrepreneurs get unstuck and grow
- Achieving financial and spiritual alignment in business
Resources:
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Transcript
Episode Transcript
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(00:02):
(Transcribed by TurboScribe.ai. Go Unlimited to remove this message.) Welcome to the Business Credit and Financing Show.
Each week, we talk about the growth strategies
that matter most to entrepreneurs.
Listen in as we discuss the secrets to
getting credit and money to start and grow
your business.
And enjoy as we talk with seasoned business
owners, coaches, and industry leaders on a variety
(00:22):
of topics from advertising and marketing to the
nuts and bolts of running a highly successful
business.
And now, to introduce the host of our
show, financial expert and award-winning author, Ty
Crandall.
Hello, and thanks for joining us.
I'm super excited you could be here because
today we're gonna talk about scaling with purpose.
We're gonna talk about building a seven-figure
(00:43):
business, and we're gonna talk about doing it
through strategy and through faith.
I mean, this is the path to building
a seven-figure business if you're not there
already.
And even if you are there, you're gonna
get some really cool tips to help you
scale effectively even beyond that, up to eight
figures and beyond.
So with us today is Dr. Darnell Jervie
Harmon.
Now, she's actually the CEO of Incredible One
(01:05):
Enterprises, LLC, a multi-million dollar coaching and
consultant brand known for transforming the lives of
her clients.
She helps entrepreneurs scale their businesses to seven
figures while strengthening their faith.
Now, her experience spans mindset, marketing, sales, systems,
and scaling strategies, creating lasting financial and spiritual
(01:27):
success.
Now, a sought-after speaker and strategist, her
work has been featured in Essence, Success, Black
Enterprise, and O!
Magazines.
She is a best-selling author of seven,
seven books.
I mean, now she has time to work
with seven books.
Seven books, including Bird the Box, which I
love, and Market Like a Rockstar, R-O
(01:48):
-C-K-star, Market Like a Rockstar.
Now, her accolades include the Women President's Organization
and Women of Color Excellence Award, Black CEO
of the Year, and two honorary PhDs in
Entrepreneurship.
Darnell holds a BA from the University of
Delaware, an MBA from Goldie Beacom College, and
certifications in Executive Coaching and Business Strategy with
(02:11):
a prolific anointing and a passion for purpose
-driven business.
She empowers entrepreneurs to achieve both financial freedom
and spiritual alignment.
Hey, thanks for joining us today.
Thank you so much for having me, Ty.
I appreciate it so much.
I always get jazzed when people read my
full bio.
I'm like, oh, I've done some pretty cool
things.
Yeah, so I'm saying, I'm looking at this,
I'm like, wow, I can't even pronounce half
(02:32):
the stuff that you've done.
Like, that's how cool it is.
Like, you've done some major things.
How do you accomplish so much, and yet
you're so young?
Like, how much have you accomplished so much
in such little time?
Wow, I don't know if I'm so young,
but I mean, I guess maybe in the
grand scheme of things, I'll be 50 this
year at the time of this recording.
I am very mission-driven, and I think
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that to be a person who lives on
purpose is absolutely essential.
So I try to make my time count,
right?
It's the one thing that none of us
are ever gonna get more of.
And so I'm looking for ways to buy
back my time, but also the time that
I spend to make sure that it makes
a difference.
And for me, I want to expand my
mind, I want to expand my money, and
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I want to expand the mark that I'm
here to leave on the world.
I love it.
I've followed you on social.
You do some just amazing things.
You have a huge tribe of loyal followers,
and you've really just kind of almost caused
this disruption in the coaching space.
What is going on?
What is it that you're doing so unique
and different?
Because everybody nowadays is calling themselves a coach
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when they're not.
You and I both know that.
But what you're doing out there is literally
shifting the entire industry.
So what is your approach that makes it
so different from anybody else I've ever seen?
I think one of the most important things
that I've made the decision to do is
to really go all in on what it
actually takes to be successful.
And that is highlighting and saying out loud
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without apology the importance of faith and having
a faith center.
Now I'm using the word faith because you
get to choose what your faith is, right?
I'm not religious, and I'm also not looking
to point anyone into a direction of a
specific religion.
But I am interested in people understanding the
faith-driven principles, the spiritual principles that govern
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what it is that we do every single
day.
And there is something really magic that happens
when your faith aligns with your work and
you call it out and bring it to
the forefront.
And so being disruptive to say something that
I think we all already know and believe.
I mean, our money says in God we
trust.
So we're not agnostic to conversations about faith,
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right?
The four founders of this country, the United
States, they came here to escape religious persecution,
right?
That's how this whole country started.
So we're not agnostic to it.
And thinking that we have to separate the
two is really doing more harm than good.
Bringing them together really gives us a purpose
for the work that we're doing.
And it helps to establish meaning for the
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legacies that hopefully we'll have the ability to
create through the work that we do every
single day.
I love that.
And I never heard of anybody talk about
faith the way that you do and bring
faith into it.
And it's really important to be able to
run a business.
Not like you said, even faith within yourself
as much as outside forces, right?
And I personally believe so much that outside
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forces, if you do have the faith, are
a contributing factor to running a business.
To me, it's like health.
Like, how can you run a business if
you're not healthy?
Like, what are you thinking?
Like, it takes so much work, mental, emotional,
physical.
Like, that's just a foundational principle that so
many people overload.
So why is this missed?
Like, why are people not talking about faith
more in considering it's so vitally important to
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being able to successfully run and grow a
business?
Yeah, I blame Fannie Lou Hamer.
For those of you who don't know who
that is, that is the woman who successfully
got prayer removed from schools however many years
ago that actually happened.
This whole idiom of the separation between church
and state is I think what gets people
wanna bind about how much of their faith
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they can bring into their work.
I hear all the time from our clients,
I don't wanna offend anyone.
And I don't think that being a faith
-driven person is offensive, right?
I think we all have faith in something.
We have faith that when we go to
sit down in our chair, it will hold
us.
We have faith when we go out to
our car to start it, to go wherever
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we desire to go, that it will start.
We have faith in a lot of different
things.
And so calling out your faith is actually
what makes you human.
It's what makes you American.
It's what makes you a person that has
a desire to do work that's gonna impact
the lives of others in a way that's
gonna solve those problems that they've been unsuccessful
at solving on their own.
And so the more we stop thinking that
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our faith has to be a separate thing
and we find out how for ourselves to
bring it in and bring it full circle
and to allow it to be part of
what it is that we do, the better
we get.
I mean, I think most people love Chick
-fil-A and Chick-fil-A is not
open on Sunday.
Why?
Because of their faith, right?
And we don't go storming the gates of
every Chick-fil-A on Sunday when we
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can't get the sandwich with the pickle.
We just wait until Monday or we get
two on Saturday.
We've learned how to work around their exercise
of faith.
And so we can do the same exact
thing in our own businesses and find that
there's an appreciation that our clients who are
also human beings who live in a country
whose money says, and God we trust, and
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who's politicians in every speech saying, and God
bless America, that it's okay.
And it doesn't mean you're offending anyone that
you've made a decision that you wanna wear
your faith as part of your core values
for the way that you choose to operate
your company.
I love it.
And I love that you so openly talk
about it because so many don't.
And like, we are just scared to talk
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about and say so many things nowadays.
And I love that you're not.
When it comes to, you also talk about
mindset a lot too.
So tell me a little bit, I mean,
for your tribe, what is it that you
teach regarding mindset and the importance of mindset
with being able to scale to seven figures?
Yeah.
95% of your success is tied to
the six inches in between your ears.
And until you work on the six inches
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in between your ears, you will not feel
seven figures between your fingers.
Mindset is everything.
I think Aristotle said, life is about the
way that you respond to things.
That's the Darniel version of the way he
says it.
I can't give you the exact word.
But mindset really is an understanding that the
way you think and what you think about
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determines what you actually get to experience inside
of your life, inside of your business.
Most of us, regardless of whether you were
born into a family that had money or
not, we were taught and we were raised
in a filter of lack.
And so we breathe lack into everything that
it is that we do.
Well, the challenge with that is that when
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we are focused on lack, we are not
seeing the abundance that is always surrounding us.
And if you really wanna build a business
that will offer you all of the benefits
for which you probably quit your good job.
I mean, I know I quit my good
six figure a year job not to struggle
and not to live in the statistics that
impact most small businesses, right?
(09:14):
If you look at the statistics as a
black woman, black women owned businesses, according to
Wells Fargo's 2024 report, make an average of
$47,000 a year.
Well, I didn't quit my good job to
make $47,000 a year as an entrepreneur.
I quit my good job to be able
to establish and create financial legacy for my
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family, to be able to be worth today
eight figures.
And the reason that was able to change
and I haven't been caught under the thoughts
that I held when I was an employee
and have been able to become successful as
an entrepreneur is because I work on my
mindset at the same level, if not more,
that I work on the strategies that I
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employ in order to attract clients.
And so they really do need to run
concurrently in everything that it is that you're
doing or mindset needs to supersede, right?
I always say often that your inner game,
your mindset, you need to work on that
at three times the rate you work on
your outer game or your strategy.
Yeah, and I love that.
And listen, you've overcome some pretty big forces
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because in the capital space alone, like it's
staggering.
Women struggle to get money compared to men,
black versus white.
And then when you combine the two, it's
astonishing of how few black women make it
to that level of success and the force
is fighting against you.
It's just, the whole system is rigged against,
I don't even understand where it comes from.
(10:38):
Like on the capital side, like I see
the statistics and it's frustrating or how difficult
it is for a woman, especially a black
woman entrepreneur to even get the money you
need to succeed.
So you just have overcome a lot of
adversity to even get to where you are.
Yeah, and I didn't get money from outside
forces, right?
I bootstrapped my business up to seven figures.
It is a shame and we do actually
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know where it comes from.
I mean, it's no surprise to anyone, I
hope, that is here in the United States
that we used to have a thing called
slavery and my people were enslaved, right?
And so all of that really breathes and
determines the way that people of color, black
people have been treated inside of our country
and it has impacted from a financial standpoint.
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There've been a lot of setbacks.
So to be a black woman who has
accomplished so many amazing things, who has overcome
so much adversity, it is something I'm really
proud of because only 0.5% of
all black women ever make seven figures a
year in their business.
It is a big deal to be this
woman sitting right here right now, Ty, having
this conversation with you, being a source of
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inspiration for everyone who will listen.
And I'm not a victim, right?
Yes, I know these things happen, but I
made a choice.
We were talking about mindset a moment ago.
I could and probably would have every right
to still be angry or frustrated or held
back by the fact that for many years
in this country, my people were enslaved and
unable to be where I am today.
(12:04):
I could hold that and would probably have
the right to, but it's not serving me
and it wouldn't serve anyone else.
So instead I've changed my mindsets and I've
done the work and learned what I needed
to learn in order to surmount those odds,
to be able to overcome those adversities and
to be here today as an example of
what is possible when you do your mindset
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work along with your strategy and you do
it while leaning into your faith and allowing
your faith to be a guidepost for everything
that it is that you do every single
day in the world at large and in
your own microcosm of a world so that
you can actually be the change you wanna
see in the world, right?
Like that's what it's about for me.
(12:45):
Like, let me be an example of what
is possible.
And for those of you who might be
listening that don't have the odds that I
had to overcome in order to be here
today, rock on as a result of being
potentially in a different situation, capitalize on that,
do the work, show up fully and take
your business to the next level because the
world needs more businesses that are generating at
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a level to actually make changes in our
world, right?
I say all the time, Ty, it's hard
to be the change when you don't have
any.
So for me, having a seven figure business
is primarily about being able to be the
change I wanna see in the world because
I can actually say more with my dollars
than I can ever say with my mouth
because some things are only gonna change if
we can put a dime on it.
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And being able to have a business that
operates at the level that mine does to
create the revenue that it does, not just
to pay my team and to pay myself,
but to establish financial legacy and to give
to the causes that are important to me,
we get to enact change every single day
because we run businesses that generate beyond what
we need to live and to sustain a
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living that allows us to be able to
take care of our families.
And that's a big deal.
It's a really big deal.
And you just mentioned legacy and that's another
thing that's big that I love that you
teach is that your teachings are not about
making money or building a business.
It's about building your legacy.
Can you talk a little bit more about
that?
Absolutely.
I think, or I believe that the only
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way to really exist in this world is
to think about what happens when your sun
sets.
Every single one of us, at some point
in time, our number is gonna be called
and our time here on earth is gonna
be up.
I don't know about y'all, but personally,
when my name is called and when people
are remarking about me, I want them to
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be able to speak to the contribution that
I was able to make on the earth
and not just the financial contribution, although that
is really important to me that I be
able to contribute financially, but the work that
I did, that I cared for people, that
I wasn't self-serving and that I was
thinking about the causes that I could support.
As a company, we tithe 10% of
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everything that we earn at the top line
of our company, we put back out into
nonprofit organizations and causes that are doing work
that we wanna see done in the earth.
We do that.
I wouldn't be able to do that if
it weren't for my first, my core values
and second, having a business that allows me
to earn at the level that I earn.
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So for me, legacy is about having something
once you're gone for people to remember you
by, right?
And legacy is not just financial, but legacy
is absolutely financial, right?
We wanna enact change, we wanna enact policy,
we wanna enact our industry and we wanna
make sure that our grandchildren and great-grandchildren
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and great, great, great, great, great-grandchildren know
our name because we created a contribution for
them.
One of the things that I've been working
on and really pride myself on is I've
built a trust for my legacy and I've
learned how to be able to allow my
nieces and nephews, I don't have children myself
at this time, but to allow them to
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be able to benefit from my trust, to
be able to start their own business or
to be able to build a home or
to be able to go to college or
like that's a big part of my legacy.
So I work today and I've set up
this business today to serve me financially and
spiritually, not just so that I can live
well today, but for, I'm going for 700
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generations, I wanna be like the Rockefeller.
So for 700 generations, I want my legacy
to still be speaking and people who come
from my bloodline to be able to say,
as a result of my great aunt or
my great, great, great, great, great aunt, Darnielle,
I am able to go to college for
free, I didn't need to get a scholarship
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because she created an environment for me, she
created a legacy for me, she created a
financial resource pool for me so that I
would be able to change my situation and
not be held by the circumstances that I
might've been raised into.
Darnielle, I love that.
And I love that you take 10%
off the top end to put in two
things that you believe in.
But this is somewhere I see a lot
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of entrepreneurs struggle.
I see so many people out there bragging
about what their top line is and they
suck at profit, like they suck at profit,
right?
And so like, what is going on?
Like, how can, how do you get to
a point?
Because it's not just that you built a
seven figures, people don't understand like 10%
of your top is like 15, 20%
plus of your margin, right?
So like you have that to give away,
most people can never even get there.
(17:19):
So like, what do you help your tribe
do to understand how to really get the
profits and margins to a point where they
can properly have the financial freedom?
Absolutely.
So first and foremost, profit is how we
keep score in business.
It is not cool to have a business
that doesn't earn anything, right?
And so it is important that when you
set your prices, you price such that there
(17:40):
is profit at the transaction level and not
at the end of the year.
That's where most entrepreneurs go wrong.
And now a quick break to hear from
our sponsor.
Hey, it's Ty Crandall with Credit Suite.
Many of our subscribers wanna get the most
money to grow their business at the best
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can definitely help you.
(18:01):
So give us a call at 877-600
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They price themselves really too low.
And then at the end of the year,
they're hoping and praying that there's money leftover
for them to have profit, which is why
profit margins are abysmal.
So the way that you really counteract that
(18:23):
is at the transaction level, you actually create
your pricing to be able to put profit
off the top.
And I'm gonna give you some examples and
some numbers.
One of the trainings that I have for
our clients and our programs that I'm gonna
share with all of you, and you are
welcome to use this strategy.
So let's say that you have a program
that you price at $30,000 for the
year.
That's not a bad pricing.
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For that $30,000 program, my recommendation is
that it does not cost you more than
$10,000 to fulfill that program.
If it only costs you $10,000 to
fulfill a program that people pay you $30
,000 for, you've got $20,000 potentially in
profit.
Of that $20,000, I didn't want you
to split it in half.
I want you to take 10% and
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that 10% that is remaining, I want
you to reinvest it back into your business.
I want you to take the other 10
% and I want you to put it
away as profit.
If you brought on, if you bring in
$10,000 that you're able to sock away
in profit for every $30,000 program that
you sell in and you bring on 100
clients in a year, you just profited a
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million dollars.
That million dollars that you profit can go
to real estate, which can become family homes
for your family.
It can go to life insurance policies, which
allows you to build a trust with cashflow
banking so that your people can borrow from
the trust without ever taking the principal from
the trust, which is how you get to
that Rockefeller wealth, right?
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It would allow you to be able to
give to other causes that you wanna be
able to give.
And it would allow you to not have
to work until you're 80 years old, if
that's what it would take to be able
to sustain a living.
And that's just that $30,000.
In order for that to happen, you have
to tighten what happens inside of the program
so that you could have $20,000 that
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you have to appropriate a portion of which
to profit in your business.
So that's just a quick example.
And that's one of the things we do
with our clients.
We look at what their programs are and
what the pricing is.
And we make sure that there is enough
profit at the transaction level to actually be
able to give them profit, not just for
the end of the year for their business,
but for their life and for their retirement
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and for their legacy, there's actually money left
over.
And if you were just, let's just say,
for the next 10 years, you did that,
you'd have $10 million that you are profiting
that you can put into other investments that
you could then multiply into more multiple millions
of dollars in order to be able to
create a really nice estate that would allow
your family and the legacy of your family
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to live for way longer than you might
live.
It gets to be easy, but in order
for that to happen, you have to understand
what you're offering and what your pricing needs
to be and how to actually set up
a program that's gonna allow you to be
able to have that much in profit while
still charging at that level.
You're helping your tribe and clients get there.
And one of the common things that I
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hear with entrepreneurs is they're just afraid.
Like they're afraid to raise their prices to
what they're worth because they don't think that
customers will or can pay that amount of
money.
How do you overcome that objection?
I'm sure you deal with that a lot
when you're having pricing discussions with your tribe.
Yeah, and here's the thing, shame on you
for trying to project someone else's checkbook.
Shame on you.
(21:33):
We all know people who have afforded something
that they really couldn't afford.
I mean, like, okay, let's just keep it
real.
More than likely the house you live in,
if you have a mortgage, if you had
to pay the full price of the mortgage
at the time that you bought the house,
you probably wouldn't be living in that house.
You live in the house because they gave
you a 30 year or 15 years to
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pay for it, right?
You drive the car that you drive because
they give you 60 months to pay for
it if you take out a loan.
No one could technically probably afford if we
had to get the full amount upfront.
And even still when people can't afford, they
still are driving the Mercedes or the Maserati
or the Bentley or whatever they're driving.
(22:15):
And they're still living in the gated community.
So shame on you to make a decision
about whether or not someone should or shouldn't
be able to afford it.
What your responsibility is, is to provide the
value, to make it painstakingly clear what is
at stake for them if they choose not
to invest in themselves through your product or
service to solve this problem that they have
(22:37):
been unsuccessful at solving on their own.
That's your only business is to present what
it is that they need to know in
order to be able to make a good
decision as to whether or not they wanna
take the next step to work directly with
you.
That's it.
Anything else, you're over inserting yourself into their
business and you really shouldn't.
It's not your business.
Your job is just to let them know
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that you can solve their problem.
And so I think if we can stop
projecting and determining in advance, I wanna tell
a quick story.
So prior to starting my own company, I
was a Mary Kay Cosmetics consultant and sales
director.
I had the pink Cadillac, all the fittings.
And so as a part of the way
that I used to work my Mary Kay
business, I would go to the supermarket or
(23:18):
the Walmart or the Target and I would
go down the cosmetics aisle and I would
be dressing my full Mary Kay regalia.
And I would walk down the aisle and
I would see a woman looking at the
cosmetics and I would start a conversation with
her.
Well, one time I was in the supermarket
and I know that I was to be
taught a lesson because I was in the
supermarket and I see this woman who looked
(23:39):
very disheveled.
She had on sweatpants that were really baggy
and there were rips in them.
She had on a big sweatshirt and there
was like food or something all over it.
She looked disheveled.
She did not, to your point Ty, she
did not look like a woman who would
be able to afford Mary Kay Cosmetics.
But my spirit, the still small voice in
(24:00):
my head said, approach her, talk to her.
And first I kind of looked at myself
like I was crazy, like talk to her,
look at her.
But then I made a decision that I
was not going to self project and I
was not gonna make any assumptions based on
the way she was presenting herself to me.
I was going to be obedient to what
I heard my spirit say and I was
gonna go and talk to this woman.
And so I did.
And so I approached this woman and I
(24:20):
said, I would love to offer you a
personal pampering session.
She lit up like a Christmas tree and
she invited me to her home where she
would have three of her girlfriends waiting with
her to be pampered by me with my
Mary Kay product.
Well, Ty, I drove into the gated community.
I turned onto her street, her circular drive,
which had not one, not two, but four
(24:41):
Range Rovers in it.
And I went in to her and her
girlfriends who all spent over $300 each with
me on my Mary Kay products.
Now, if I would have just looked at
how she presented herself in the supermarket and
tossed her out because there's no way she
could have afforded me based on the way
that she looked, I would not have left
(25:02):
her home with $1,200 after an hour
of my time being spent with these four
women.
The moral to the story for everyone listening
is figure out what it costs for you
to serve your clients in the best possible
way, most excellent, and then charge accordingly so
that there is profit left over and leave
how they choose to afford it up to
(25:23):
them.
Don't worry yourself with how they're going to
afford it because here's what I know, if
they want that problem solved bad enough, they
will find a way, they will make a
way to be able to afford the solution
that is gonna solve their problem.
Love that for so many reasons.
My mom sells Mary Kay, has this awesome
guy.
So it brings like so many worries.
The other thing is, I don't know if
(25:44):
you're watching this, I don't know if you
hear, just hustle.
Like, you don't know what it takes to
Mary Kay to get to pink cattle like
a bull.
I don't know if you know this, I
do.
It's a lot of work.
And the fact that you're out there going
through grocery stores one by one by one,
finding people like that, there's these little nuggets
in what you're saying.
I hope people aren't over-listening or watching
because it's powerful.
(26:04):
Yeah, talk about the spiritual side.
One of the other things I think it's
interesting that you teach is this financial and
spiritual alignment.
So how do you help your clients achieve
that?
Yeah, so first thing that we have to
do is we have to meet people where
they are.
And most people operate with a filter that
has an erroneous relationship with money.
(26:26):
What I mean by that is most of
us were raised in the misquoted scripture, money
is the root of all evil.
That's not actually even what the scripture says.
And it is absolutely not what the scripture
means.
So the scripture actually says, for the love
of money is the root of all evil.
But what we have to keep in mind
is that we can't even take that at
face value because the Bible was written in
three languages and English was not one of
(26:48):
them.
So most things are translated and many things
are translated incorrectly being this phrase, the love
of money.
The love of money is actually the Greek
word avarice, which means extreme greed.
So what the scripture really says is extreme
greed is the root of all evil, not
that the love of money is the root
of all evil.
But anyway, most people get that wrong.
(27:09):
And so as a result, they have a
relationship with money that is actually not sound.
So first we have to meet them where
they are and we have to help them
shift their relationship with money.
If I can get you to see yourself
and to see money the way that God
intended that money be seen, then we're actually
on route to the most amazing transformation you
(27:29):
could ever experience in your life.
There's a reason why in the Bible for
all of my Bible scholars out there or
maybe even just people who are curious, God
talks about money, wealth and possessions more than
he talks about heaven or hell.
2300 times he talks about money, wealth or
possessions.
Why?
Because money is actually something that we humans
(27:50):
are supposed to master.
We are supposed to have access to lots
of it.
But most of us are raised where even
if we came from money, money is taboo,
it's a secret, you don't talk about it.
And as a result, we have this relationship
with money that is a little funny and
it messes with our ability to be able
(28:11):
to create the kind of money that we
actually wanna make.
So the first step is to get our
clients to shift the way they see themselves
and to get them to shift the way
they see money.
Once we do that, then that will give
them the power and the permission and the
confidence to actually raise their rates and to
charge what they deserve to earn for the
service.
(28:32):
Now, I want you to notice that I
did not say charge what they are worth.
Your packages and your prices are not about
your worth.
And that is one of the reasons why
people have problems with charging and their pricing
because they're equating their identity with money.
And your identity needs to be separate from
money.
It's about the value of the service.
(28:55):
The solution that you bring to the table
has nothing to do with your worthiness.
You came here worthy.
You will always and forever be worthy.
But because we question our worth and we
make our worth about money, it taints the
experience that we have with money.
And that is why we don't wanna charge
enough for.
And I see it all the time, Ty.
Like literally, I will ask, if people were
(29:17):
here right now, I'd say, raise your hand
if you know right now you're not charging
enough.
And probably 85 or 90% of the
hands would go up because most people are
also painstakingly aware that they are undercharging.
But because of the way they see money,
because of the way that they were raised
and what they were taught and what they
caught about money, they feel like the way
(29:38):
that they see money today is warranted because
of how they were raised.
Instead of recognizing that the things that you
used to believe, you can choose not to
believe them anymore and everything will be okay.
So helping our clients by meeting them where
they are, teaching them about money, giving them
a formula that they can use in black
and white based on their direct costs.
(Transcribed by TurboScribe.ai. Go Unlimited to remove this message.) Welcome to the Business Credit and Financing Show.
Each week, we talk about the growth strategies
that matter most to entrepreneurs.
Listen in as we discuss the secrets to
getting credit and money to start and grow
your business.
And enjoy as we talk with seasoned business
owners, coaches, and industry leaders on a variety
(00:22):
of topics from advertising and marketing to the
nuts and bolts of running a highly successful
business.
And now, to introduce the host of our
show, financial expert and award-winning author, Ty
Crandall.
Hello, and thanks for joining us.
I'm super excited you could be here because
today we're gonna talk about scaling with purpose.
We're gonna talk about building a seven-figure
(00:43):
business, and we're gonna talk about doing it
through strategy and through faith.
I mean, this is the path to building
a seven-figure business if you're not there
already.
And even if you are there, you're gonna
get some really cool tips to help you
scale effectively even beyond that, up to eight
figures and beyond.
So with us today is Dr. Darnell Jervie
Harmon.
Now, she's actually the CEO of Incredible One
(01:05):
Enterprises, LLC, a multi-million dollar coaching and
consultant brand known for transforming the lives of
her clients.
She helps entrepreneurs scale their businesses to seven
figures while strengthening their faith.
Now, her experience spans mindset, marketing, sales, systems,
and scaling strategies, creating lasting financial and spiritual
(01:27):
success.
Now, a sought-after speaker and strategist, her
work has been featured in Essence, Success, Black
Enterprise, and O!
Magazines.
She is a best-selling author of seven,
seven books.
I mean, now she has time to work
with seven books.
Seven books, including Bird the Box, which I
love, and Market Like a Rockstar, R-O
(01:48):
-C-K-star, Market Like a Rockstar.
Now, her accolades include the Women President's Organization
and Women of Color Excellence Award, Black CEO
of the Year, and two honorary PhDs in
Entrepreneurship.
Darnell holds a BA from the University of
Delaware, an MBA from Goldie Beacom College, and
certifications in Executive Coaching and Business Strategy with
(02:11):
a prolific anointing and a passion for purpose
-driven business.
She empowers entrepreneurs to achieve both financial freedom
and spiritual alignment.
Hey, thanks for joining us today.
Thank you so much for having me, Ty.
I appreciate it so much.
I always get jazzed when people read my
full bio.
I'm like, oh, I've done some pretty cool
things.
Yeah, so I'm saying, I'm looking at this,
I'm like, wow, I can't even pronounce half
(02:32):
the stuff that you've done.
Like, that's how cool it is.
Like, you've done some major things.
How do you accomplish so much, and yet
you're so young?
Like, how much have you accomplished so much
in such little time?
Wow, I don't know if I'm so young,
but I mean, I guess maybe in the
grand scheme of things, I'll be 50 this
year at the time of this recording.
I am very mission-driven, and I think
(02:53):
that to be a person who lives on
purpose is absolutely essential.
So I try to make my time count,
right?
It's the one thing that none of us
are ever gonna get more of.
And so I'm looking for ways to buy
back my time, but also the time that
I spend to make sure that it makes
a difference.
And for me, I want to expand my
mind, I want to expand my money, and
(03:14):
I want to expand the mark that I'm
here to leave on the world.
I love it.
I've followed you on social.
You do some just amazing things.
You have a huge tribe of loyal followers,
and you've really just kind of almost caused
this disruption in the coaching space.
What is going on?
What is it that you're doing so unique
and different?
Because everybody nowadays is calling themselves a coach
(03:36):
when they're not.
You and I both know that.
But what you're doing out there is literally
shifting the entire industry.
So what is your approach that makes it
so different from anybody else I've ever seen?
I think one of the most important things
that I've made the decision to do is
to really go all in on what it
actually takes to be successful.
And that is highlighting and saying out loud
(03:57):
without apology the importance of faith and having
a faith center.
Now I'm using the word faith because you
get to choose what your faith is, right?
I'm not religious, and I'm also not looking
to point anyone into a direction of a
specific religion.
But I am interested in people understanding the
faith-driven principles, the spiritual principles that govern
(04:18):
what it is that we do every single
day.
And there is something really magic that happens
when your faith aligns with your work and
you call it out and bring it to
the forefront.
And so being disruptive to say something that
I think we all already know and believe.
I mean, our money says in God we
trust.
So we're not agnostic to conversations about faith,
(04:38):
right?
The four founders of this country, the United
States, they came here to escape religious persecution,
right?
That's how this whole country started.
So we're not agnostic to it.
And thinking that we have to separate the
two is really doing more harm than good.
Bringing them together really gives us a purpose
for the work that we're doing.
And it helps to establish meaning for the
(05:01):
legacies that hopefully we'll have the ability to
create through the work that we do every
single day.
I love that.
And I never heard of anybody talk about
faith the way that you do and bring
faith into it.
And it's really important to be able to
run a business.
Not like you said, even faith within yourself
as much as outside forces, right?
And I personally believe so much that outside
(05:21):
forces, if you do have the faith, are
a contributing factor to running a business.
To me, it's like health.
Like, how can you run a business if
you're not healthy?
Like, what are you thinking?
Like, it takes so much work, mental, emotional,
physical.
Like, that's just a foundational principle that so
many people overload.
So why is this missed?
Like, why are people not talking about faith
more in considering it's so vitally important to
(05:43):
being able to successfully run and grow a
business?
Yeah, I blame Fannie Lou Hamer.
For those of you who don't know who
that is, that is the woman who successfully
got prayer removed from schools however many years
ago that actually happened.
This whole idiom of the separation between church
and state is I think what gets people
wanna bind about how much of their faith
(06:06):
they can bring into their work.
I hear all the time from our clients,
I don't wanna offend anyone.
And I don't think that being a faith
-driven person is offensive, right?
I think we all have faith in something.
We have faith that when we go to
sit down in our chair, it will hold
us.
We have faith when we go out to
our car to start it, to go wherever
(06:26):
we desire to go, that it will start.
We have faith in a lot of different
things.
And so calling out your faith is actually
what makes you human.
It's what makes you American.
It's what makes you a person that has
a desire to do work that's gonna impact
the lives of others in a way that's
gonna solve those problems that they've been unsuccessful
at solving on their own.
And so the more we stop thinking that
(06:47):
our faith has to be a separate thing
and we find out how for ourselves to
bring it in and bring it full circle
and to allow it to be part of
what it is that we do, the better
we get.
I mean, I think most people love Chick
-fil-A and Chick-fil-A is not
open on Sunday.
Why?
Because of their faith, right?
And we don't go storming the gates of
every Chick-fil-A on Sunday when we
(07:09):
can't get the sandwich with the pickle.
We just wait until Monday or we get
two on Saturday.
We've learned how to work around their exercise
of faith.
And so we can do the same exact
thing in our own businesses and find that
there's an appreciation that our clients who are
also human beings who live in a country
whose money says, and God we trust, and
(07:29):
who's politicians in every speech saying, and God
bless America, that it's okay.
And it doesn't mean you're offending anyone that
you've made a decision that you wanna wear
your faith as part of your core values
for the way that you choose to operate
your company.
I love it.
And I love that you so openly talk
about it because so many don't.
And like, we are just scared to talk
(07:49):
about and say so many things nowadays.
And I love that you're not.
When it comes to, you also talk about
mindset a lot too.
So tell me a little bit, I mean,
for your tribe, what is it that you
teach regarding mindset and the importance of mindset
with being able to scale to seven figures?
Yeah.
95% of your success is tied to
the six inches in between your ears.
And until you work on the six inches
(08:11):
in between your ears, you will not feel
seven figures between your fingers.
Mindset is everything.
I think Aristotle said, life is about the
way that you respond to things.
That's the Darniel version of the way he
says it.
I can't give you the exact word.
But mindset really is an understanding that the
way you think and what you think about
(08:32):
determines what you actually get to experience inside
of your life, inside of your business.
Most of us, regardless of whether you were
born into a family that had money or
not, we were taught and we were raised
in a filter of lack.
And so we breathe lack into everything that
it is that we do.
Well, the challenge with that is that when
(08:54):
we are focused on lack, we are not
seeing the abundance that is always surrounding us.
And if you really wanna build a business
that will offer you all of the benefits
for which you probably quit your good job.
I mean, I know I quit my good
six figure a year job not to struggle
and not to live in the statistics that
impact most small businesses, right?
(09:14):
If you look at the statistics as a
black woman, black women owned businesses, according to
Wells Fargo's 2024 report, make an average of
$47,000 a year.
Well, I didn't quit my good job to
make $47,000 a year as an entrepreneur.
I quit my good job to be able
to establish and create financial legacy for my
(09:35):
family, to be able to be worth today
eight figures.
And the reason that was able to change
and I haven't been caught under the thoughts
that I held when I was an employee
and have been able to become successful as
an entrepreneur is because I work on my
mindset at the same level, if not more,
that I work on the strategies that I
(09:55):
employ in order to attract clients.
And so they really do need to run
concurrently in everything that it is that you're
doing or mindset needs to supersede, right?
I always say often that your inner game,
your mindset, you need to work on that
at three times the rate you work on
your outer game or your strategy.
Yeah, and I love that.
And listen, you've overcome some pretty big forces
(10:16):
because in the capital space alone, like it's
staggering.
Women struggle to get money compared to men,
black versus white.
And then when you combine the two, it's
astonishing of how few black women make it
to that level of success and the force
is fighting against you.
It's just, the whole system is rigged against,
I don't even understand where it comes from.
(10:38):
Like on the capital side, like I see
the statistics and it's frustrating or how difficult
it is for a woman, especially a black
woman entrepreneur to even get the money you
need to succeed.
So you just have overcome a lot of
adversity to even get to where you are.
Yeah, and I didn't get money from outside
forces, right?
I bootstrapped my business up to seven figures.
It is a shame and we do actually
(11:01):
know where it comes from.
I mean, it's no surprise to anyone, I
hope, that is here in the United States
that we used to have a thing called
slavery and my people were enslaved, right?
And so all of that really breathes and
determines the way that people of color, black
people have been treated inside of our country
and it has impacted from a financial standpoint.
(11:22):
There've been a lot of setbacks.
So to be a black woman who has
accomplished so many amazing things, who has overcome
so much adversity, it is something I'm really
proud of because only 0.5% of
all black women ever make seven figures a
year in their business.
It is a big deal to be this
woman sitting right here right now, Ty, having
this conversation with you, being a source of
(11:43):
inspiration for everyone who will listen.
And I'm not a victim, right?
Yes, I know these things happen, but I
made a choice.
We were talking about mindset a moment ago.
I could and probably would have every right
to still be angry or frustrated or held
back by the fact that for many years
in this country, my people were enslaved and
unable to be where I am today.
(12:04):
I could hold that and would probably have
the right to, but it's not serving me
and it wouldn't serve anyone else.
So instead I've changed my mindsets and I've
done the work and learned what I needed
to learn in order to surmount those odds,
to be able to overcome those adversities and
to be here today as an example of
what is possible when you do your mindset
(12:25):
work along with your strategy and you do
it while leaning into your faith and allowing
your faith to be a guidepost for everything
that it is that you do every single
day in the world at large and in
your own microcosm of a world so that
you can actually be the change you wanna
see in the world, right?
Like that's what it's about for me.
(12:45):
Like, let me be an example of what
is possible.
And for those of you who might be
listening that don't have the odds that I
had to overcome in order to be here
today, rock on as a result of being
potentially in a different situation, capitalize on that,
do the work, show up fully and take
your business to the next level because the
world needs more businesses that are generating at
(13:06):
a level to actually make changes in our
world, right?
I say all the time, Ty, it's hard
to be the change when you don't have
any.
So for me, having a seven figure business
is primarily about being able to be the
change I wanna see in the world because
I can actually say more with my dollars
than I can ever say with my mouth
because some things are only gonna change if
we can put a dime on it.
(13:27):
And being able to have a business that
operates at the level that mine does to
create the revenue that it does, not just
to pay my team and to pay myself,
but to establish financial legacy and to give
to the causes that are important to me,
we get to enact change every single day
because we run businesses that generate beyond what
we need to live and to sustain a
(13:48):
living that allows us to be able to
take care of our families.
And that's a big deal.
It's a really big deal.
And you just mentioned legacy and that's another
thing that's big that I love that you
teach is that your teachings are not about
making money or building a business.
It's about building your legacy.
Can you talk a little bit more about
that?
Absolutely.
I think, or I believe that the only
(14:09):
way to really exist in this world is
to think about what happens when your sun
sets.
Every single one of us, at some point
in time, our number is gonna be called
and our time here on earth is gonna
be up.
I don't know about y'all, but personally,
when my name is called and when people
are remarking about me, I want them to
(14:29):
be able to speak to the contribution that
I was able to make on the earth
and not just the financial contribution, although that
is really important to me that I be
able to contribute financially, but the work that
I did, that I cared for people, that
I wasn't self-serving and that I was
thinking about the causes that I could support.
As a company, we tithe 10% of
(14:50):
everything that we earn at the top line
of our company, we put back out into
nonprofit organizations and causes that are doing work
that we wanna see done in the earth.
We do that.
I wouldn't be able to do that if
it weren't for my first, my core values
and second, having a business that allows me
to earn at the level that I earn.
(15:11):
So for me, legacy is about having something
once you're gone for people to remember you
by, right?
And legacy is not just financial, but legacy
is absolutely financial, right?
We wanna enact change, we wanna enact policy,
we wanna enact our industry and we wanna
make sure that our grandchildren and great-grandchildren
(15:32):
and great, great, great, great, great-grandchildren know
our name because we created a contribution for
them.
One of the things that I've been working
on and really pride myself on is I've
built a trust for my legacy and I've
learned how to be able to allow my
nieces and nephews, I don't have children myself
at this time, but to allow them to
(15:54):
be able to benefit from my trust, to
be able to start their own business or
to be able to build a home or
to be able to go to college or
like that's a big part of my legacy.
So I work today and I've set up
this business today to serve me financially and
spiritually, not just so that I can live
well today, but for, I'm going for 700
(16:17):
generations, I wanna be like the Rockefeller.
So for 700 generations, I want my legacy
to still be speaking and people who come
from my bloodline to be able to say,
as a result of my great aunt or
my great, great, great, great, great aunt, Darnielle,
I am able to go to college for
free, I didn't need to get a scholarship
(16:37):
because she created an environment for me, she
created a legacy for me, she created a
financial resource pool for me so that I
would be able to change my situation and
not be held by the circumstances that I
might've been raised into.
Darnielle, I love that.
And I love that you take 10%
off the top end to put in two
things that you believe in.
But this is somewhere I see a lot
(16:58):
of entrepreneurs struggle.
I see so many people out there bragging
about what their top line is and they
suck at profit, like they suck at profit,
right?
And so like, what is going on?
Like, how can, how do you get to
a point?
Because it's not just that you built a
seven figures, people don't understand like 10%
of your top is like 15, 20%
plus of your margin, right?
So like you have that to give away,
most people can never even get there.
(17:19):
So like, what do you help your tribe
do to understand how to really get the
profits and margins to a point where they
can properly have the financial freedom?
Absolutely.
So first and foremost, profit is how we
keep score in business.
It is not cool to have a business
that doesn't earn anything, right?
And so it is important that when you
set your prices, you price such that there
(17:40):
is profit at the transaction level and not
at the end of the year.
That's where most entrepreneurs go wrong.
And now a quick break to hear from
our sponsor.
Hey, it's Ty Crandall with Credit Suite.
Many of our subscribers wanna get the most
money to grow their business at the best
terms.
Whether you're looking for startup capital, low interest
credit lines and loans, or business credit, we
can definitely help you.
(18:01):
So give us a call at 877-600
-2487 or schedule your free consultation at creditsuite
.com forward slash consult to see how much
money you can get approved for today.
They price themselves really too low.
And then at the end of the year,
they're hoping and praying that there's money leftover
for them to have profit, which is why
profit margins are abysmal.
So the way that you really counteract that
(18:23):
is at the transaction level, you actually create
your pricing to be able to put profit
off the top.
And I'm gonna give you some examples and
some numbers.
One of the trainings that I have for
our clients and our programs that I'm gonna
share with all of you, and you are
welcome to use this strategy.
So let's say that you have a program
that you price at $30,000 for the
year.
That's not a bad pricing.
(18:44):
For that $30,000 program, my recommendation is
that it does not cost you more than
$10,000 to fulfill that program.
If it only costs you $10,000 to
fulfill a program that people pay you $30
,000 for, you've got $20,000 potentially in
profit.
Of that $20,000, I didn't want you
to split it in half.
I want you to take 10% and
(19:05):
that 10% that is remaining, I want
you to reinvest it back into your business.
I want you to take the other 10
% and I want you to put it
away as profit.
If you brought on, if you bring in
$10,000 that you're able to sock away
in profit for every $30,000 program that
you sell in and you bring on 100
clients in a year, you just profited a
(19:27):
million dollars.
That million dollars that you profit can go
to real estate, which can become family homes
for your family.
It can go to life insurance policies, which
allows you to build a trust with cashflow
banking so that your people can borrow from
the trust without ever taking the principal from
the trust, which is how you get to
that Rockefeller wealth, right?
(19:49):
It would allow you to be able to
give to other causes that you wanna be
able to give.
And it would allow you to not have
to work until you're 80 years old, if
that's what it would take to be able
to sustain a living.
And that's just that $30,000.
In order for that to happen, you have
to tighten what happens inside of the program
so that you could have $20,000 that
(20:10):
you have to appropriate a portion of which
to profit in your business.
So that's just a quick example.
And that's one of the things we do
with our clients.
We look at what their programs are and
what the pricing is.
And we make sure that there is enough
profit at the transaction level to actually be
able to give them profit, not just for
the end of the year for their business,
but for their life and for their retirement
(20:31):
and for their legacy, there's actually money left
over.
And if you were just, let's just say,
for the next 10 years, you did that,
you'd have $10 million that you are profiting
that you can put into other investments that
you could then multiply into more multiple millions
of dollars in order to be able to
create a really nice estate that would allow
your family and the legacy of your family
(20:53):
to live for way longer than you might
live.
It gets to be easy, but in order
for that to happen, you have to understand
what you're offering and what your pricing needs
to be and how to actually set up
a program that's gonna allow you to be
able to have that much in profit while
still charging at that level.
You're helping your tribe and clients get there.
And one of the common things that I
(21:13):
hear with entrepreneurs is they're just afraid.
Like they're afraid to raise their prices to
what they're worth because they don't think that
customers will or can pay that amount of
money.
How do you overcome that objection?
I'm sure you deal with that a lot
when you're having pricing discussions with your tribe.
Yeah, and here's the thing, shame on you
for trying to project someone else's checkbook.
Shame on you.
(21:33):
We all know people who have afforded something
that they really couldn't afford.
I mean, like, okay, let's just keep it
real.
More than likely the house you live in,
if you have a mortgage, if you had
to pay the full price of the mortgage
at the time that you bought the house,
you probably wouldn't be living in that house.
You live in the house because they gave
you a 30 year or 15 years to
(21:54):
pay for it, right?
You drive the car that you drive because
they give you 60 months to pay for
it if you take out a loan.
No one could technically probably afford if we
had to get the full amount upfront.
And even still when people can't afford, they
still are driving the Mercedes or the Maserati
or the Bentley or whatever they're driving.
(22:15):
And they're still living in the gated community.
So shame on you to make a decision
about whether or not someone should or shouldn't
be able to afford it.
What your responsibility is, is to provide the
value, to make it painstakingly clear what is
at stake for them if they choose not
to invest in themselves through your product or
service to solve this problem that they have
(22:37):
been unsuccessful at solving on their own.
That's your only business is to present what
it is that they need to know in
order to be able to make a good
decision as to whether or not they wanna
take the next step to work directly with
you.
That's it.
Anything else, you're over inserting yourself into their
business and you really shouldn't.
It's not your business.
Your job is just to let them know
(22:58):
that you can solve their problem.
And so I think if we can stop
projecting and determining in advance, I wanna tell
a quick story.
So prior to starting my own company, I
was a Mary Kay Cosmetics consultant and sales
director.
I had the pink Cadillac, all the fittings.
And so as a part of the way
that I used to work my Mary Kay
business, I would go to the supermarket or
(23:18):
the Walmart or the Target and I would
go down the cosmetics aisle and I would
be dressing my full Mary Kay regalia.
And I would walk down the aisle and
I would see a woman looking at the
cosmetics and I would start a conversation with
her.
Well, one time I was in the supermarket
and I know that I was to be
taught a lesson because I was in the
supermarket and I see this woman who looked
(23:39):
very disheveled.
She had on sweatpants that were really baggy
and there were rips in them.
She had on a big sweatshirt and there
was like food or something all over it.
She looked disheveled.
She did not, to your point Ty, she
did not look like a woman who would
be able to afford Mary Kay Cosmetics.
But my spirit, the still small voice in
(24:00):
my head said, approach her, talk to her.
And first I kind of looked at myself
like I was crazy, like talk to her,
look at her.
But then I made a decision that I
was not going to self project and I
was not gonna make any assumptions based on
the way she was presenting herself to me.
I was going to be obedient to what
I heard my spirit say and I was
gonna go and talk to this woman.
And so I did.
And so I approached this woman and I
(24:20):
said, I would love to offer you a
personal pampering session.
She lit up like a Christmas tree and
she invited me to her home where she
would have three of her girlfriends waiting with
her to be pampered by me with my
Mary Kay product.
Well, Ty, I drove into the gated community.
I turned onto her street, her circular drive,
which had not one, not two, but four
(24:41):
Range Rovers in it.
And I went in to her and her
girlfriends who all spent over $300 each with
me on my Mary Kay products.
Now, if I would have just looked at
how she presented herself in the supermarket and
tossed her out because there's no way she
could have afforded me based on the way
that she looked, I would not have left
(25:02):
her home with $1,200 after an hour
of my time being spent with these four
women.
The moral to the story for everyone listening
is figure out what it costs for you
to serve your clients in the best possible
way, most excellent, and then charge accordingly so
that there is profit left over and leave
how they choose to afford it up to
(25:23):
them.
Don't worry yourself with how they're going to
afford it because here's what I know, if
they want that problem solved bad enough, they
will find a way, they will make a
way to be able to afford the solution
that is gonna solve their problem.
Love that for so many reasons.
My mom sells Mary Kay, has this awesome
guy.
So it brings like so many worries.
The other thing is, I don't know if
(25:44):
you're watching this, I don't know if you
hear, just hustle.
Like, you don't know what it takes to
Mary Kay to get to pink cattle like
a bull.
I don't know if you know this, I
do.
It's a lot of work.
And the fact that you're out there going
through grocery stores one by one by one,
finding people like that, there's these little nuggets
in what you're saying.
I hope people aren't over-listening or watching
because it's powerful.
(26:04):
Yeah, talk about the spiritual side.
One of the other things I think it's
interesting that you teach is this financial and
spiritual alignment.
So how do you help your clients achieve
that?
Yeah, so first thing that we have to
do is we have to meet people where
they are.
And most people operate with a filter that
has an erroneous relationship with money.
(26:26):
What I mean by that is most of
us were raised in the misquoted scripture, money
is the root of all evil.
That's not actually even what the scripture says.
And it is absolutely not what the scripture
means.
So the scripture actually says, for the love
of money is the root of all evil.
But what we have to keep in mind
is that we can't even take that at
face value because the Bible was written in
three languages and English was not one of
(26:48):
them.
So most things are translated and many things
are translated incorrectly being this phrase, the love
of money.
The love of money is actually the Greek
word avarice, which means extreme greed.
So what the scripture really says is extreme
greed is the root of all evil, not
that the love of money is the root
of all evil.
But anyway, most people get that wrong.
(27:09):
And so as a result, they have a
relationship with money that is actually not sound.
So first we have to meet them where
they are and we have to help them
shift their relationship with money.
If I can get you to see yourself
and to see money the way that God
intended that money be seen, then we're actually
on route to the most amazing transformation you
(27:29):
could ever experience in your life.
There's a reason why in the Bible for
all of my Bible scholars out there or
maybe even just people who are curious, God
talks about money, wealth and possessions more than
he talks about heaven or hell.
2300 times he talks about money, wealth or
possessions.
Why?
Because money is actually something that we humans
(27:50):
are supposed to master.
We are supposed to have access to lots
of it.
But most of us are raised where even
if we came from money, money is taboo,
it's a secret, you don't talk about it.
And as a result, we have this relationship
with money that is a little funny and
it messes with our ability to be able
(28:11):
to create the kind of money that we
actually wanna make.
So the first step is to get our
clients to shift the way they see themselves
and to get them to shift the way
they see money.
Once we do that, then that will give
them the power and the permission and the
confidence to actually raise their rates and to
charge what they deserve to earn for the
service.
(28:32):
Now, I want you to notice that I
did not say charge what they are worth.
Your packages and your prices are not about
your worth.
And that is one of the reasons why
people have problems with charging and their pricing
because they're equating their identity with money.
And your identity needs to be separate from
money.
It's about the value of the service.
(28:55):
The solution that you bring to the table
has nothing to do with your worthiness.
You came here worthy.
You will always and forever be worthy.
But because we question our worth and we
make our worth about money, it taints the
experience that we have with money.
And that is why we don't wanna charge
enough for.
And I see it all the time, Ty.
Like literally, I will ask, if people were
(29:17):
here right now, I'd say, raise your hand
if you know right now you're not charging
enough.
And probably 85 or 90% of the
hands would go up because most people are
also painstakingly aware that they are undercharging.
But because of the way they see money,
because of the way that they were raised
and what they were taught and what they
caught about money, they feel like the way
(29:38):
that they see money today is warranted because
of how they were raised.
Instead of recognizing that the things that you
used to believe, you can choose not to
believe them anymore and everything will be okay.
So helping our clients by meeting them where
they are, teaching them about money, giving them
a formula that they can use in black
and white based on their direct costs.
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