Episode 12 | Garth Fasano & Christi Loucks In this episode of Bought the Biz, Garth and Christi get uncomfortably honest about pricing. How do you know when it is time to raise prices, change your model, or simplify your packages. How do you do it in a small business where every client and every dollar feels personal. They compare complex outcome based and consumption models with simple retainers, talk through real changes they have made in their own companies, and share the messy parts of bringing legacy clients up to current rates. They also dig into how to frame new services, build confidence in the value you deliver, set clear guardrails for your team, and communicate price increases without feeling like a villain. If you are an ETA owner or small business operator who knows your pricing needs to change but keeps putting it off, this one is for you.