Sanchez: Most businesses fail because owners price based on personal budget
Codie Sanchez · #1 Followed Neuroscientist: Break Your Negative Thinking · Apr 6, 2026 · at 33:03
Investor Codie Sanchez discusses the 'wallet trap' and pricing psychology with neuroscientist Emily McDonald.
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“Most owners have what we call poor owner mindset, which I don't love the words because it, it's kind of got a negative connotation, but they price things below what they would pay for them. They don't price them based on outcome. They price them based on wallet. That's really dangerous in business. That's why probably most businesses die, because they don't have enough margin to play with.”
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