The Money Mindset That Keeps Founders Broke
- Bonny Morlak
- May 28
- 2 min read
Updated: May 29
(Even When They're Brilliant)
Why do so many smart founders undercharge, overdeliver, and quietly resent it?
It’s not bad math. It’s a broken money mindset.
I’ve coached hundreds of founders who’ve built world-class products, led exceptional teams, and still felt uncomfortable being paid well. This post is for the high-integrity builder who keeps shrinking themselves financially out of guilt, fear, or an old story that success makes you selfish.
The real reason your pricing feels weird? It’s not strategy, it’s wiring.
If this already feels uncomfortably familiar, I break it all down in this week’s YouTube video, scroll to the embed below to watch.
What Is a Founder’s Money Story?
Most money decisions aren’t logical. They’re emotional. And most of them aren’t even yours.
They’re inherited.
You might have learned as a kid that rich people were greedy, that wanting more made you selfish, or that “helping people” and “charging well” don’t belong in the same sentence.
These beliefs don’t show up in board meetings. They show up when you’re setting your prices. When you flinch at your own proposal. When you find yourself working late, unpaid, again.
The 4 Hidden Fears Blocking Wealth
Let’s name what’s under the surface. These are the four patterns I see most in coaching:
1. The Imposter Fear
“I don’t deserve this.” So you downplay your wins, price low, and stay stuck in overwork.
2. The Guilt Loop
You were raised to believe success means betraying your roots. So you stay “humble” to belong.
3. The Love Scarcity Trap
Somewhere deep down, you believe you can be loved or rich, but not both.
4. The Freedom Fraud
You finally have time and money, but you overbook yourself anyway, just to feel worthy again.
A 3-Step Reset for Your Money Mindset
Ready to start untangling the story? This works best when it’s written down.
Write the Script Ask yourself what you learned about money, success, and rich people growing up. No editing. Just truth.
Feel the Reaction Where do you feel discomfort when charging more? Track it. Name it. It’s not weakness. It’s survival instinct.
Rewrite the Script This is your new belief, rooted in reality:
“My work has value.”
“I can be generous and well paid.”
“My wealth supports others.”
Say it out loud every morning. Yes, it feels strange. That’s the point.
Conclusion:
You don’t need another pricing template. You need permission to stop shrinking.
Your money story isn’t a business flaw. It’s a human one. But once you see it, you can change it.
If this resonated, share it with a founder who still thinks their money issues are just “strategy.”
What’s Next?
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