Most businesses set a price once, flinch, and never touch it again. The number that makes you most nervous is usually the one carrying your worst margin, propped up by a story you told yourself years ago about what people would pay.

Here is the test. Find the price you least want to change. That fear is data. It means you have been trading on volume and hope instead of value.

Raise it by ten per cent. Not everything, just that one line. Say nothing. Watch who stays. The customers who leave over ten per cent were never really yours. The ones who stay just told you the price was too low the whole time. You learn this in a week, not a quarter.