This is a fascinating thread.
Xenia. I used to think you were a bit, well... difficult, and we've had our differences. Now I think I have a bit of a girl-crush. Sorry...
One the 'women undervaluing themselves' thing...
I set up my own business, having left the design consultancy I'd been at for 10 years, and after 16 years in the industry. I have two daughters ? aged four and a half and a bit over two.
I left for many reasons ? some involving flexibility, commuting and availability for children. Some involving feeling sidelined and undervalued ? I had 16 years top notch experience, was used to working at a senior creative level but after two bouts of maternity leave and working 3/4 days week... well, the design company I worked for wanted to, in theory, make it work, but in practice couldn't/didn't.
So I joined an ex colleague in a studio space 5 minutes from my home, continued to work for the company I had just left on a project where I had a good relationship with the client, but freelance and from my own studio. This got me going... but I fretted about the phone never ringing and my career going tits-up. (Pun intended).
As it transpires the MD of the company I used to work for has referred some clients my way, various ex-colleagues (strategy directors, etc.) and ex-clients, who are doing new things, have heard I'm freelance at gotten in touch.
My studio-colleague and I have had lots of discussions where he has urged me not to undervalue my skill/talent/experience. I am now charging between 2-3 times what I was per day when I started and I have a couple of jobs paying me £1k a day.
A copywriter I have worked with a lot gave me some advice:
"When you're telling a client your fees, they should squeak and then say yes. If they don't squeak, you're not charging enough. If they squeak and say no, you're charging too much."
I am also finding that if clients are paying a decent amount of money for your time they are more likely to take notice of what you're saying ? meaning you ? and they ? get better results from it.
I am inundated with work. The pipeline looks strong. I am considering taking on a full time mid-weight designer to help, and my studio-colleague and I are considering formalising our working relationship in order to better manage both the volume of work and the peaks and troughs of small-business life.
Personally I feel more fulfilled, my self-esteem is on the up... professionally I'm doing better, more interesting work, and getting paid more for it.
I'm working my tail off. But I'm doing it on my own terms, and for my own profit ? and that makes ALL the difference.
I think Xenia you make a really good point about women tending to undervalue themselves, while men tend to do the opposite. I am fortunate that the men I'm working with are encouraging me to view myself the way they do... "I'm earning X. I think I'm worth it. I think you're worth it too ? don't sell yourself short." and "Designerbaby, I'm putting your day rate as £1,000. Are you ok with that?"
The challenge is to believe that you're worth that... Even when clients seem to think so and are quite happy to pay that. I know I add value for my clients, but still, it's a mindset adjustment...
db
xx