410 Unleash Your Pricing Power: Casey Brown's 'Fearless Pricing' Revolutionizes Business Value
Release Date: 03/07/2025
438 Innovative Water Treatment Chemistry with Matheus Paschoalino
Scaling UP! H2O
Can a carbon-negative, bio-based molecule replace legacy phosphonates and help you use less azole—without sacrificing corrosion performance? In this episode, host , welcomes Senior Business Development Manager and Microbial Control SME of , to unpack polyhydroxycarboxylic acids (PHCs) and how they’re changing cooling-water programs from the field up. We cover HEDP replacement in light-duty systems, azole enhancement in copper-challenged waters, a second-generation cut for heavy-duty heat flux, and PHC behavior with oxidizers and non-oxidizer biocides. From Bioforge to Basin:...
info_outline
437 Redefining HR: The Key to Talent & Culture in Water Treatment
Scaling UP! H2O
What if HR wasn’t the department you dreaded — but the partner that helped your team thrive? In this episode of Scaling UP! H2O, host Trace Blackmore welcomes , HR Director at , to explore how human resources can be a strategic driver of talent, culture, and profitability in the water treatment industry. Redefining HR’s Role Tia shares her journey into water treatment and how she built HOH’s HR department from the ground up. Instead of treating HR as a compliance function, she reframed it as a leadership partner—focused on employee connections, transparent...
info_outline
436 Raising the Bar: Legionella Management & Industry Standards
Scaling UP! H2O
With those words, Jemma Tennant highlights one of the most profound differences between Legionella management in Europe and the United States. In this episode of Scaling UP! H2O, host Trace Blackmore welcomes , Chair of the Water Management Society (WMSoc), to explore how legislation, enforcement, and professional training shape the fight against Legionella. Proactive Regulation and Duty of Care The UK treats Legionella as a foreseeable and preventable risk. Jemma explains how laws like the Health and Safety at Work Act and COSHH Regulations require mandatory Legionella risk...
info_outline
435 Optimizing Legionella Control Strategies with Dr. Vincenzo Romano Spica
Scaling UP! H2O
Legionella remains one of the most complex challenges for water professionals worldwide. How do we balance effective monitoring with realistic costs—and which strategies deliver true public health impact? In this episode, Trace Blackmore welcomes Head Public Health University of Rome "Foro Italico to explore new insights from his comparative research on Legionella control. Reframing Legionella Risk Dr. Spica explains why public health data increasingly points to Legionella pneumophila—not all Legionella species—as the primary concern for human health. He shares how...
info_outline
434 Encore Interview with Patsy Root
Scaling UP! H2O
“Rules written in a panic rarely stand the test of time.” In this encore episode, Trace Blackmore welcomes back , Senior Manager of Government Affairs at IDEXX Water and active member of the AWT Legislative and Regulatory Committee. Patsy brings global data, case studies, and clear recommendations for smarter Legionella regulation — and why a targeted focus on Legionella pneumophila can save both lives and resources. From Outbreaks to Proactive Policies Patsy unpacks a central truth: most regulations emerge reactively, often after a high-profile outbreak. Drawing on...
info_outline
433 Legionella Investigations and LIDO Technology
Scaling UP! H2O
What if preventing Legionella outbreaks wasn’t about adding more chemicals, but removing what the bacteria needs to survive? In this episode of Scaling UP! H2O, host Trace Blackmore talks with Dr. David Krause, Certified Industrial Hygienist, toxicologist, and founder of HC3, about his groundbreaking approach — LIDO (Legionella Inhibition by Deoxygenation). Legionella on the Rise Dr. Krause has investigated high-profile Legionella outbreaks and seen firsthand how current prevention strategies often fall short. Despite ASHRAE 188 standards, CMS requirements, and increasing water...
info_outline
432 Water Management Plans: Evolving Standards and Best Practices with Matt Freije
Scaling UP! H2O
"Just because you have a water management plan doesn’t mean it’s working." That’s the hard truth Matt Freije, founder and CEO of HC Info, delivers in this episode of Scaling UP! H2O. As the architect behind LAMPS — a leading cloud-based platform for water management programs — Matt joins Trace Blackmore to explore the critical evolution of water safety, compliance standards, and real-world implementation challenges facing facilities in 2025. Beyond the Binder: Water Management Plans That Actually Work In an era of heightened awareness and shifting regulations,...
info_outline
431 Legionella Awareness Month Kickoff!
Scaling UP! H2O
Are You Ready to Talk About Legionella? Every August, we dedicate an entire month to a topic that touches public health, liability, and the core of what water treaters do — yet it’s still misunderstood by many: Legionella. In this episode, Trace Blackmore kicks off Legionella Awareness Month by returning to the basics. Where did Legionella get its name? What makes it dangerous? And why is there still confusion between a water treatment program and a water management plan? Tracing It Back: History, Misconceptions, and Missed Conversations Trace opens with the 1976...
info_outline
430 PFAS Regulations and Technologies with Brian Liotta
Scaling UP! H2O
“The winning combination will include not just removal—but real destruction of PFAS.” - Brian Liotta PFAS: The Invisible Challenge Reshaping Water Treatment PFAS chemicals are everywhere—from consumer products to our bloodstream. But as regulations tighten, water treatment professionals must now evolve faster than ever. In this episode of Scaling UP! H2O, host Trace Blackmore speaks with , Director of Marketing and Product Development at , about the shifting regulatory landscape and the advanced technologies being developed to monitor, remove, and destroy PFAS compounds. ...
info_outline
429 The Life and Career of Jim Lukanich
Scaling UP! H2O
“You can’t learn it all in one year. You can’t even learn it all in ten.” That single statement from Jim Lukanich captures the spirit of this unforgettable episode. Returning to the for the first time since Episode 10, joins host to reflect on a remarkable 44-year career in the water treatment industry. From his early days at U.S. Steel to leading technical innovation at Buckman Laboratories, ChemCal, U.S. Water, and Kurita, Jim has been a force for mentorship, learning, and raising the bar in technical excellence. Building a Career, One Problem at a Time Jim...
info_outline
"If you’re excellent at what you do, you’ve got to be paid like you’re excellent." – Casey Brown
Ever wondered if you're truly getting paid what you're worth? In this unmissable episode of Scaling UP! H2O, we bring back Casey Brown, speaker, founder of Boost Pricing and author of the newly released Fearless Pricing. Known for her electrifying talks and actionable insights, Casey dives deep into how businesses can build confidence, charge their true value, and break free from the fear of pricing discussions.
From her journey as an engineer to becoming a pricing powerhouse, Casey's passion for helping businesses thrive shines through. Whether you're in sales, management, or leadership, this episode will leave you inspired and ready to tackle your next negotiation.
Highlights include:
The Psychology of Pricing:
Why fear dominates most pricing conversations—and how to overcome it.
Pricing Integrity:
Learn how setting and sticking to fair, defensible prices can boost trust and long-term success.
Handling Objections with Confidence:
Proven strategies to turn pricing objections into opportunities.
The "Hot Sauce" Analogy:
Discover how to identify overlooked products or services that can deliver high profits with minimal pricing sensitivity.
Unexercised Pricing Power:
How to unlock hidden revenue by testing and refining your pricing strategy.
Role-Playing for Success:
How procedural memory and consistent practice can transform your sales team’s confidence and results.
Bottom Line
This episode is your ultimate guide to fearless pricing, equipping you with the tools and mindset to boost profitability and set yourself apart from the competition. Don't miss the chance to learn from Casey's expertise and take your business to the next level!
Click play, take notes, and start commanding the value your business deserves. Don’t let fear control your profits—listen now to gain the confidence and strategies you need to succeed.
Stay engaged, keep learning, and continue scaling up your knowledge!
Timestamps
1:44 - Trace asks intriguing questions about the price of everyday items like gas and hot sauce to set the stage for a deeper discussion on pricing
02:23 - Events for Water Professionals
04:20 - Water You Know with James McDonald
05:35 - Interview with Casey Brown, speaker, founder of Boost Pricing, and the author of the newly released book ‘Fearless Pricing’
13:05 - How small discounts can devastate your bottom line
32:23 - Why debriefing every deal is critical for refining your pricing strategy
33:41 - The “Hot Sauce Analogy”
45:00 – Final Thoughts and Takeaways
Quotes
“We can’t know, unless we try. The world is your Petri dish. “- Casey Brown
“The how is training and coaching and concepts; the why is rotted in the mission to help people who are excellent be paid like they’re excellent.” - Casey Brown
“We can’t fix pricing or profitability through calculation. We must address the biggest obstacle to success, which is FEAR.” - Casey Brown
“Pricing is generally the area of greatest fear and greatest discomfort.” - Casey Brown
“In absence of financial pricing integrity, unearned discounts hurt trust.” - Casey Brown
“The way to get comfortable doing something uncomfortable is to practice it.” - Casey Brown
"Every business has hot sauce and gasoline—products where pricing sensitivity varies drastically. Identify yours." – Casey Brown
Connect with Casey Brown
Phone: 614-679-7999
Email: [email protected]
Website: www.Caseybrown.com
LinkedIn: https://www.linkedin.com/in/caseybrownboost/
Subscribe to Casey Brown’s Newsletter: https://www.boostpricing.com/signup
Click HERE to Download Episode's Discussion Guide
Guest Resources Mentioned
Good to Great: Why Some Companies Make the Leap...And Others Don't by Jim Collins
They Ask You Answer by Marcus Sheridan
The Psychology of Money by Morgan Housel
Fearless Pricing by Casey Brown
Scaling UP! H2O Resources Mentioned
AWT (Association of Water Technologies)
Scaling UP! H2O Academy video courses
363 Pricing Boost: Get Paid Well For Your Excellence with Casey Brown
The 7 Habits of Highly Effective People by Stephen R. Covey
Water You Know with James McDonald
Question: What is the conversion between parts-per-million and milligrams per Liter?
2025 Events for Water Professionals
Check out our Scaling UP! H2O Events Calendar where we’ve listed every event Water Treaters should be aware of by clicking HERE.
