“Pricing is crucial to success — knowing how to price your merchandise so that you make an adequate profit. Most people starting out under-price their products. Why? Because they price them out on the basis of labor costs and what the components cost, and don’t go by the perceived value of the product.”
Noel Zeller, founder of Zelco

“Personal note to those who run their own businesses: If you only reap one reward — the one that goes to the bank — you’re underpaid.”
John Cassidy, Klutz founder and current creative head

“If you know you’re out-resourced by your much larger competitors, you have to choose to compete in ways they cannot and will not.”
Tony Shurman, creator of Momints

has written for gourmet, national geographic traveler, and the new york times, and is a regular contributor to inc. magazine.