A bookkeeper has held her rates flat for five years because she's sure raising them means everybody walks. Brian and Dave separate the fear from the number and get into price elasticity of demand — the measure, formalized by Alfred Marshall in "Principles of Economics," of how much volume actually moves when price moves — and why specialized, high-trust, high-switching-cost work is a strong candidate for inelastic demand, though a candidate isn't proof. They walk the napkin math, why you test on new proposals before touching your existing book, how to segment by client, and where the whole idea flips. Monday Move: on the very next proposal you send, quote it fifteen percent higher — no apology, no preemptive discount — and watch what happens. One data point, not proof.
Written version and this week's Monday Move: The Operator's Library at mmsvegas.com.
What is The Operator's Canon?
One real business problem, and one idea that's outlived every trend — worked all the way through. No hype: Brian Kasday and his co-host take an enduring marketing principle out of the seminar and into a business you'd actually recognize, and end every episode with one concrete move you can make Monday. From MMS Vegas and The Operator's Library at mmsvegas.com.