SERVE: The Art of Giving Without Losing Yourself with Lisa Costa

Learn how to know your value as a leader, charge for your gift with confidence, and serve others without serving yourself broke in business or ministry.

Know Your Value: Servant Leadership Without Burnout

Most people who lead, coach, or build a business eventually hit the same wall: they don’t know their value, and it shows up as undercharging, overgiving, or quietly resenting work they used to love.

Leadership coach Lisa Costa, founder of Shift76 and author of Serve: The Currency of Significance, spent years helping other people see their worth before she learned to see her own. Her turning point came from a single question: “What about you?” It forced her to admit that the skills she used to help others, the ability to build, coach, and problem-solve, were valuable in themselves, not just the outcomes they produced.

The Identity Block Behind Undercharging

Lisa argues that undercharging isn’t a pricing problem. It’s an identity problem. If you don’t believe you’re worth paying, no pricing strategy will fix that. The fix starts with recognizing your value independent of what you produce for others.

How Affirmations Actually Work

Spoken affirmations aren’t just positive thinking. Lisa points to the vagus nerve, the pathway connecting brain and body, as one reason saying something out loud, with real emotion, lands differently than silently reading it. It’s a physical process, not just a mental one.

Serving Others Without Serving Yourself Broke

Servant leadership has a shadow side: giving until there’s nothing left. Lisa is direct about this: constantly giving everything away can be its own form of pride, a need to be seen as the giver rather than genuinely being called to give. Knowing your value means building a pricing structure that lets your service continue, not one that quietly runs it into the ground.

The through-line of this conversation is simple: you can’t pour into others sustainably from a place that doesn’t believe it deserves to be filled. Charging for your work and serving people well aren’t opposites; they’re both expressions of taking your value seriously.

Want the full story, including the scripture that shaped Lisa’s leadership and the sales mindset shift every coach needs? https://tinyurl.com/Daniel-Gomez-Inspires

“Holding the door doesn't mean we're solving someone's pain. It doesn't mean that we're taking away everything that they have to face… But the biggest moment is when you make eye contact with someone and smile. It interrupts their invisibility.” —Lisa Costa

Episode Highlights:

01:00 Meet Lisa Costa: Servant Leadership Coach & Shift76 Founder
02:18 The Coaches Summit Moment That Changed Her Path
05:20 The Identity Shift: Learning to See Her Own Value
08:32 Why Affirmations Work (and the Vagus Nerve Science)
15:47 From Self-Pity to a Servant’s Heart
19:18 The Smallest Deed Is Greater Than the Biggest Intention
23:17 Breaking Free From Invisibility
25:24 Can You Serve Your Way Broke?
31:30 It’s Okay to Charge for Your Gift
37:31 Why Sales Matters More Than a Website

Resources:

Books

📖SERVE: The Currency of Significance by Lisa Costa

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What if undercharging isn't a business problem, but a self-worth problem? Lisa Costa tells @DanielInspires why knowing your value changes everything. The new episode is live. Where are you still playing small? 💬… Share on X

Connect with Lisa:

Lisa Costa is a leadership coach, educator, speaker, and doctoral candidate who helps overwhelmed leaders create meaningful, lasting change through practical tools, authentic conversations, and proven leadership strategies. What began as accidentally leading teams evolved into a passion for leadership development through years of training, experience, and trial-and-error learning.

Raised in a small Idaho town where her family owned a full-service gas station and repair shop, Lisa developed a strong work ethic grounded in grit, determination, and service. Inspired by a high school teacher to pursue higher education, she went on to build a successful career in education spanning more than 15 years, including seven years in the classroom and extensive work advising student leadership programs.

Lisa has earned numerous state and national honors, including induction into the FCCLA Hall of Fame in 2020, and holds multiple leadership certifications, including Ziglar Choose to Win Coach, Ziglar Legacy, Generation Ziglar, 100X Leader, and 5 Voices. Through keynote speaking, leadership training, coaching, and team development, she is passionate about helping individuals and organizations grow. Her personal mission is simple: to leave people better than when she met them.

Quotes:

02:06 “We are all responsible for the people who come across our path.” —Lisa Costa

07:53 “The only value that you need to know is that you’re a child of God. He’s trusting you.” —Lisa Costa

13:34 “You don’t realize how much power there is in that because when you apply the word of God to it, now it’s a living affirmation. It’s a living declaration.” —Daniel Gomez

21:46 “Holding the door doesn’t mean we’re solving someone’s pain. It doesn’t mean that we’re taking away everything that they have to face… But the biggest moment is when you make eye contact with someone and smile. It interrupts their invisibility.” —Lisa Costa

23:14 “Pull yourself up by your bootstraps. All of these things are just lies to keep us away from community, and community is what God created us for.” —Lisa Costa

24:23 “It’s great to be a servant leader, but don’t serve yourself broke.” —Daniel Gomez

31:08 “It’s okay to charge people. It’s okay to make money at your business. Just because you’re a Christian and it’s a Christian-based business doesn’t mean that it’s not a ministry that is blessing your family.” —Lisa Costa

35:35 “If you don’t make room for the new God wants to give you, it’s never going to come.” —Daniel Gomez

36:27 “You need sales more than you need a website.” —Lisa Costa

36:58 “Money exchanges hands when problems are solved.” —Daniel Gomez

41:40 “The deeper is often not revealed because we’re scared to go deeper. We don’t want to deal with it.” —Daniel Gomez

Contact Lisa:

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