This Mindset Shift Can 10x Your Income | Chris Do

June 24, 2026

AI Summary

5 min read

Chris Do, founder of The Futur, has spent years teaching creatives and builders how to charge what they're worth. In this conversation, he breaks down the psychological shifts and practical frameworks that separate those who command premium prices from those who constantly sell themselves short. The core insight is that pricing, negotiation, and personal brand are not about tactics alone—they are expressions of a deeper self-story that can be rewritten.

The Mindset Shift: You Are the Prize

The most fundamental move is to stop treating the client or boss as the holder of all power. Do emphasizes that you have more sources of income than they have ways to solve their problem. "You are the master of your destiny, not the client," he says. This translates into a "with or without you" energy. You walk into any negotiation knowing you have put in the deliberate practice, that you will deliver more value than you charge, and that you hold the client's goals above your own desire to make money. This is not arrogance; it is the result of genuine competence. Do warns against "neediness energy," which clients can smell immediately. The antidote is to build real skill through thousands of hours of practice, which allows you to write a new self-story. "When you're good at something, when you put in your 10,000 hours of practice, you develop a new self-story," he explains. "The beautif

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What you'll learn

1 (00:30) **Money as a game and rich mindset** - Chris frames money as a construct and explains how to build abundance thinking regardless of background
2 (01:32) **Negotiating a raise with your boss** - Step-by-step script for proving value and setting SMART goals
3 (03:24) **Negotiating with clients as the prize** - Shift from neediness to "with or without you" energy
4 (05:04) **Stating your price without hesitation** - Deliver price like a fact, then stay silent
5 (07:32) **Why charging more improves everything** - Higher rates enable better client experience and team care
6 (09:23) **Pricing methodology using price bracketing** - Present wide ranges with anchoring to surface real budgets
7 (13:32) **Uncovering hidden client budgets** - Use order-of-magnitude questions to reveal true spend

+ Full timestamped outline available in the app

Show Notes

You've been undercharging. You've been giving away too much. And every time a client pushes back on price, you fold before they even finish the sentence. Here's the truth: the problem isn't your pricing. It's your positioning. And the moment you stop apologizing for your value is the moment everything changes.

Chris Do is the founder of The Futur and has taught hundreds of thousands of creatives, entrepreneurs, and builders how to charge what they're actually worth. He's built a career mastering the art of negotiation, personal branding, and pricing psychology, and in this episode, he's breaking down the exact frameworks that separate people who get paid like amateurs from people who get paid like experts.

In this episode, you'll learn:

Why charging more is more ethical than charging less and how underpricing hurts your clients, your team, and your ability to deliver real value
The with or without you energy: how to walk into every negotiation knowing you're the prize and why neediness kills deals before they start
Price bracketing: the exact way to present your pricing so clients anchor high and negotiate themselves up instead of down
Why most entrepreneurs don't have a marketing problem, they have a positioning problem, and how being specific makes you more money than trying to serve everyone
The mindset shift that lets you charge 10x more: understanding that money is a construct, scarcity creates value, and brand is what makes people pay premium prices for the exact same thing

Stop selling yourself short. Start owning your value. The clients who can't afford you aren't your clients. The ones who can are waiting for you to believe it first.

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(00:00:00) Introduction: You Are the Master of Your Destiny, Not the Client (00:00:40) The Chris Do Move: How to Ask for What You're Worth Without Being Delusional (00:02:48) With or Without You Energy: The Mindset That Changes Every Deal (00:07:01) Charging More Is More Ethical Than Charging Less (00:08:53) The Pricing Game: Price Bracketing, Anchoring, and Never Justifying Your Number (00:12:50) How to Find Out What Clients Really Have: The Budget Excavation Method (00:17:01) The Manipulation Behind Luxury Goods: Stories, Scarcity, and Status (00:22:48) Money Is a Construct: The $800 Day Rate Story and Playing the Game (00:25:05) From Vietnam to Mercedes: Writing Your New Self-Story Through Mastery (00:27:16) What Is Brand and Why Does It Matter More Than Marketing (00:31:13) Don't Try to Be Better, Be Different: The Sea of Sameness Problem (00:32:2