Unfulfilled at 26, Tara Joyce left her corporate marketing career to start her own business and to explore how she wanted to be of service. Quickly, she was attracted to the seemingly backwards strategy of not setting a price and to allowing her customers to determine the value of her offering, and to sharing what she learned through her blog, "Rise of the Innerpreneur." Today, the “Pay What It’s Worth” concept and Tara’s published work support people globally in exploring their own scarcity and fear-based ideas around money, value, and business relationships. Tara lives in Peterborough, Canada with her husband, daughter, and canine son.