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In this video, designer Ron Sago discusses why many designers undercharge for their work, often due to a lack of understanding about the real problems they are solving for their clients. He emphasizes the importance of identifying these problems as a way to justify higher pricing. By demonstrating that they address significant business issues, designers can potentially charge more for their services. Sago warns against selling commoditized services like websites or logos, as this leads to competing on price rather than value. The video aims to help designers recognize the true value they offer to clients.