Ethan Williams, CEO of Quantide Growth Partners, breaks down why pricing is one of the most overlooked growth levers for small and mid-sized businesses, and how founders can stop defaulting to discounting. He explains Quantide’s new Digital Pricing Officer, built around proprietary pricing data and structured workflows that help companies quantify value, choose pricing models, and defend price with confidence. The episode also digs into AI pricing economics, common proposal mistakes, and why the future of pricing may look like a managed service rather than a one-time project.