Brian Kaskavalciyan argues that raising prices generates the cash flow to buy what you need, so you don't have to borrow. When a client needs more leads, increase the marketing budget only after raising prices to cover it. The customer pays for everything anyway.
I personally, I don't take risk. I take measured, calculated risks. And this is also what we help our clients do. You know, it's like, okay, you want to borrow money? Well, what do you want to borrow money for? Tell me what you're going to use the money for. I've had— I don't know how many of these conversations I've had where I've told people, no, absolutely not, do not. But you don't need money. You need to raise your prices is what you need to do. And then use that cash flow to then buy the things that you need to buy. You need more leads? Okay, great. Let's up your marketing budget. If you up your marketing budget, we got to up your price in order to pay for it. Because why? Because you don't pay for it. Customer pays for it. Customer pays for everything.
