The Lesson I Didn’t Expect at the Dog Park
But ever since the clocks jumped forward an hour (thanks, Daylight Savings Time), it’s been pitch black at that time. And while I love a quiet morning, I also like not walking blindly into a dark, empty park like some horror movie cliché. So, we’ve been waiting until just after 7 AM, when the sun starts creeping up and I can at least see who or what is around.
A couple of mornings ago, we pulled into the parking lot like usual—and immediately, I felt it.
Something was off.
There was a car sitting in the lot. Engine running. Tinted windows. A little rough around the edges. No movement inside.
Now, I don’t scare easily—especially not with Adelaide by my side. She’s a 110-pound Doberman-Rottweiler mix who could make a grown man reconsider every life decision he’s ever made. But something about this car? Gave me pause.
So, I did what any woman with street smarts would do. I kept driving. Took the long way around, killed some time, came back.
The car was still there.
Michelle & The Backup Crew
This time, my friend Michelle was parked in the lot too - engine running, not budging.
But when she saw me pull in for the second time, she finally shut off her car and started unloading her two massive dogs.
Now, let me tell you about Michelle for a second. This woman is not an easy target. She’s got
Ranger, her no-nonsense German Shepherd, and
Scout,
her high-energy golden retriever. And let me tell you—Ranger would absolutely rip someone apart if they so much as breathed the wrong way in Michelle’s direction.
And yet?
Even Michelle wasn’t getting out of the car until backup arrived.
That’s when I knew my instincts were dead on.
The Mystery Man
Minutes later, the mystery man emerged.
Young guy, black t-shirt, jeans. He got out of the passenger side, stretched, then circled around and slid into the driver’s seat before taking off.
Weird. But okay.
Then, the next morning?
Same car. Same guy. Same routine.
Except this time, we saw him get out holding an empty water bottle. He walked straight into the park bathroom, then came back out a few minutes later with the bottle - now full.
Michelle and I exchanged a look.
"He’s living in his car," she said.
I nodded. Seemed like the only logical conclusion.
And then I noticed something that stopped me in my tracks - he had a cell phone.
The Business Lesson You Didn’t See Coming
Let me say that again.
A man who is likely homeless, sleeping in his car, and refilling a water bottle from a public bathroom… still had a cell phone.
Why?
Because a phone isn’t a luxury anymore. It’s a necessity.
It’s connection. It’s survival.
Even the homeless prioritize it.
And that got me thinking—how many times have I heard a business owner say:
❌ “People can’t afford my services.”
❌ “Maybe I should lower my prices.”
Stop. Right now.
People will find the money for what they believe they need.
They will move mountains for the things they truly value. They’ll cut back on groceries, pick up extra work, or make sacrifices to get what matters to them.
And if they aren’t buying from you, it’s not because they can’t afford it.
It’s because they don’t see it as essential.
And that? That’s on you to fix.
Are you positioning your offer like a must-have, or does it feel like a nice-to-have?
Before You Start Second-Guessing Your Prices…
Before you start wondering if you’re charging too much, or worrying about whether people will pay - let’s fix that.
📌 Download my Pricing Confidence Worksheet and get clear on exactly how to price your services with confidence - no more guessing, no more undercharging, no more fear.
🔗 https://www.jorawald.com/the-pricing-Confidence-worksheet
And if you’re struggling to sell, let’s get real - the issue isn’t your price. It’s your messaging.
If you want to learn how to make your business the thing people prioritize, let’s chat. I’ll help you position your offer so your ideal clients don’t just want to buy from you - they need to.
🔗
Book a free 20-minute strategy call and let’s make sure you’re selling like the must-have you are.
https://calendly.com/jorawald/free-20-minute-growth-discovery-call
