Marcos Rivera went from a 410-square-foot apartment in the Bronx to running one of the fastest-growing pricing consultancies in tech—Pricing IO.
But six months after launching his business, the world shut down. Clients vanished. Revenue dried up. And Marcos faced the question every founder dreads: Should I quit and go back to corporate?
With two young kids and a newborn, he nearly did.
Until his wife looked him in the eye and said: “Keep effing going.”
That moment became a turning point.
Not just for his company—but for how he leads, makes decisions, and helps other founders scale with purpose, pricing clarity, and systems that protect their time.
This episode is a masterclass in building a business that works for your life—not the other way around. Marcos reveals:
- Why fear is often a sign you’re on the right track
- How to scale your business without losing time with your family
- The biggest pricing mistakes founders make (and how to fix them)
- His “Trampoline” system for running lean, clear, and scalable teams
- How to lead with vulnerability—and why it builds more trust
- Why cashflow management is the #1 lever under $10M
- The simplest way to land your first clients—with zero pitching
Key Lessons
Bet on You: Marcos left a high-paying private equity job because he valued time over titles.
Keep Going: What he did when COVID hit just months after launching Pricing IO.
Productize to Scale: How he turned service delivery into repeatable, profitable systems.
Start with Hello: His first clients came from reconnecting—no pitch, just genuine check-ins.
Pricing is Power: Why your monetization model is the fastest path to revenue clarity.
Host: Tyler Martin, Think Business Podcast
Want to run a business that doesn’t burn you out? Let’s talk:
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