Running a business that lets customers choose what they pay might sound like a recipe for failure. But for Carissa Reiniger, Founder and CEO of Silver Lining, it's part of a 20-year mission to change the global economy one small business at a time.

Using her background in psychology, Carissa used behavioral change to build a company that helps small businesses set and hit financial goals. Her SLAP (Silver Lining Action Plan) platform serves tens of thousands of businesses in 77 countries, focusing on giving entrepreneurs the structure and support they need to succeed.

"I would estimate that on average, when small businesses come to SLAP, they are wasting — and I’m using that word very intentionally — about 80% of their time and 80% of their money. They are misusing it," Carissa reveals during her conversation on the Be a Marketer podcast. "  I don't mean they're cheating, I mean that they're spending it on things that are not helping them grow their business."

What has worked for Silver Lining so far? On this episode, Carissa and host Dave Charest, Director of Small Business Success at Constant Contact, explore the challenges of the "Cash Flow Capacity Catch 22" and how business owners can break free from it.

Tune in to discover why focusing exclusively on the highest-priority activities matters and how building a business on your terms leads to both financial success and meaningful impact.

👩‍💼 Who she is: Carissa Reiniger is the founder and CEO of Silver Lining, a company she started in 2005 with a mission to change the global economy, one small business at a time. With a background in psychology, she created a SaaS platform based on behavior change science that helps small businesses set and hit financial goals. Her company offers a "pay what you can" model and has worked with thousands of businesses in 77 countries.

💡 Key quote: "I think people are looking for these magical, mystical answers. And the reality is it's very specific to each small business and their ideal client."

👋 Where to find her: Website | X, formerly known as Twitter | LinkedIn | Facebook | Instagram 

👋 Where to find Silver Lining: Website | LinkedIn | Facebook | Instagram