052: Small businesses die from bad pricing

In this episode, Jason Sisneros breaks down how business owners can dramatically increase profits and the value of their company by implementing strategic pricing—or “menu engineering”—and eliminating emotional, inconsistent quoting. He shares practical advice for classifying offers into stars, sleepers, workhorses, and dogs so owners can spotlight high-margin products, cut out low-profit distractions, and create predictable revenue streams attractive to buyers. The show emphasizes clarity, intentionality, and thinking beyond competitors, making it essential listening for entrepreneurs looking to scale and prepare for a successful exit.