From Self-Worth to Business Growth: Sue Bryce on Confidence, Pricing, and Entrepreneurial Success

What if the biggest obstacle to growing your business isn’t strategy, marketing, or skills—but how you see yourself? In a powerful episode of the Marketing Strategy Academy Podcast, host Jen Vazquez is joined by Sue Bryce, a globally renowned photographer, educator, and business mentor, to explore how confidence and self-worth directly shape your success, pricing, client relationships, and income potential.

Why Confidence and Self-Worth Matter in Business

Sue Bryce doesn’t just teach photography—she teaches transformation. With 35 years in the creative industry and over 15 years empowering over 28,000 business owners, she emphasizes one critical truth: You can’t succeed in business if you don’t believe in your own value.

“Confidence isn’t just a personality trait—it’s the foundation of how you price, sell, and grow your business,” Sue explains. Most new entrepreneurs, especially creatives and women, underestimate their worth, struggle to price their services, and avoid sales conversations out of fear of rejection.

The Mindset Behind Pricing: Why Creatives Undersell Themselves

Sue reveals that the inability to price services confidently stems from a deep-rooted fear of rejection and a lack of self-worth. “You can’t price yourself if you don’t believe in what you’re selling. And people can feel that energy,” she says.

Pricing isn’t just a number—it’s a reflection of how much you value your work. Most creatives start businesses driven by passion but are unprepared for the emotional discomfort of selling. Sue calls this “breaking through sales”—the moment when you align your price with your value and stop apologizing for charging.

From ‘Can I Do This?’ to $480,000: Real Transformation Stories

Sue shares one of her favorite recurring transformation stories: stay-at-home moms who start a side hustle with self-doubt and end up building six-figure businesses.

“I’ve watched women go from ‘Can I really do this?’ to ‘I just hit $480,000 and my husband left his job to support MY business.’”

These stories aren’t rare—they’re the natural outcome when someone learns to confidently ask for what they’re worth and stops playing small.

How to Overcome Rejection and Imposter Syndrome

Sue emphasizes that rejection in business isn’t personal—it’s just feedback. “If someone says no, it’s not about you. It’s about your offer, your messaging, or the timing.”

She also outlines a critical insight for women entrepreneurs: “Imposter syndrome is comparison. And comparison is competition. But competition is the opposite of creation.”

To counteract this mindset, Sue reminds listeners to stop comparing and start creating. “You weren’t born to compete with what already exists. You’re here to create something new.”

The 3×3 Identity Exercise: Claiming Your Value

Sue introduces a practical exercise called the “3×3 Bio” to help business owners articulate who they are, what they do, and who they serve with clarity. This isn’t just branding—it’s about fully owning your identity as a professional and stepping into your power.

“When you can clearly say what you do and why you do it, you begin to believe it—and so do others.”

Money Mindset and the 33/33/34 Rule

One of Sue’s most practical teachings is her financial model: split every dollar you earn into three categories:

• 33% for taxes
• 33% for business growth and expenses
• 34% for your personal income

This simple yet transformative method helps business owners manage money with intention and avoid financial pitfalls, especially when it comes to unexpected tax bills.

Sue’s lesson: “If you don’t pay yourself first, you’ll end up building a business that only enriches others.”

The Lion’s Share: A Wake-Up Call for Female Entrepreneurs

Women in business often struggle to take the lion’s share of their revenue. They pay everyone else first—team members, tools, assistants—and leave themselves last. Sue challenges this tendency:

“As a business owner, YOU eat first. You can’t sustain your business or serve your clients if you’re starving.”

She redefines leadership as taking care of yourself financially and emotionally so you can lead others with strength and sustainability.

Navigating Burnout and Creative Evolution

Sue shares that even after building a wildly successful photography brand, she reached a point of burnout. That realization led her to pivot into education and online platforms.

“Creative people evolve. You don’t need to do one thing forever. If your business no longer lights you up, it’s time for the next version of you.”

Creating with Purpose: The Million-Dollar Vision Test

To ensure you’re on the right path, Sue offers a visionary exercise: “If I gave you a million dollars today and you had to spend it growing your business, would your current plan still make sense?”

If your answer changes when money is no object, you’re likely not aligned with your truest vision. This exercise helps uncover the difference between surviving and thriving.

Closing Thoughts: Business as a Personal Transformation

Sue’s message is powerful and clear: business is not just about profit—it’s about personal growth, spiritual evolution, and transformation.

“You can’t separate your personal growth from your business growth. They’re one and the same. The more you grow, the more your business thrives.”

Ready to Step Into Your Value?

Sue Bryce offers a free guide called the 3×3 Bio Exercise to help you clarify your message, confidently position your services, and begin transforming your mindset.

GIFT:

• Write Your 3×3 Bio 
• The Portrait System Downloads

WHERE TO FIND SUE:

Website: suebryce.com
Instagram: @suebrycephotographer

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