Why are we so quick to devalue our own products? Fear of overcharging is a major hurdle for retail and eCommerce store owners, often leading to a discounted race to the bottom. In this episode of Bringing Business to Retail, we're joined by strategic coach and former retail business owner Catlyn Calder. Having successfully built and sold an eco-refill store in New Zealand, Catlyn has firsthand experience in overcoming the challenges of growing a retail business. She shares her journey navigating the highs and lows, and preparing her business for a successful exit within just one year. Catlyn gets real about the money struggles and mindset shifts she battled, from giving too many discounts to not tracking marketing ROI. She also shares her top tips on delegating tasks, staying focused on strategic work, and avoiding the busywork trap. Whether you're just starting out or are a seasoned business owner, this episode is packed with practical insights from the front line. Tune in to learn from Catlyn's journey of turning challenges into opportunities for growth.