I'm a big believer in that too.
At the begging of the year, I was so pumped and ready to make £££££, and after careful planning and marketing, I had some big jobs in place, somewhere over £7000 for the biggest one. and they got canceled. I had been out in February marketing and quoting and people showed love and support.
I was that hard up when lockdown easied I went to a job, and underquoted just to get money in. I took £70 for two days work and on that second day, I had to get help in otherwise I would have been there for 3 days.
I couldn't see that light at the end of the tunnel, until my mum said to me, "never underestimate your worth".
This then got me thinking about things in a different light.
I then decided that I needed to make £20 an hour, around £600 a week, I then decided that I wouldn't budge on this as everyone tries to make it cheaper than what it needs to be.
I have had people try their luck and I have stuck to my guns and weeded out the cheap jobs that no one wants to do.
I have been that busy over the past month I have also taken on 2 guys to help with the workload, and people now pay double for my services, which then makes it £50 an hour.
And I am still busy. which should mean that I am doing something right. :D