410 Unleash Your Pricing Power: Casey Brown's 'Fearless Pricing' Revolutionizes Business Value
Release Date: 03/07/2025
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
428 Innovations in Water Treatment with Dr. Jasbir Gill
Scaling UP! H2O
What happens when a nuclear chemist pivots into industrial water treatment? In this episode, host Trace Blackmore is joined by , President at Water Energy Solutions Inc, whose career spans five decades of breakthrough innovations in water chemistry and sustainability. From developing predictive modeling systems to creating new polymer standards, Dr. Gill shares how scientific rigor and practical experience came together to shape tools still used today. “We were not just saving water—we were calculating the true cost of energy and environmental impact.” From Nuclear Chemistry to...
info_outline
427 July 4th! Entrepreneurship, Water Wells, and the Spirit of Liberty
Scaling UP! H2O
“Give Me Liberty or Give Me Death!” - Patrick Henry Honoring Innovation, Freedom, and Small Business on the 4th of July In this special Independence Day episode of Scaling UP! H2O, host Trace Blackmore brings you a rich blend of patriotism, professional insight, and entrepreneurial spirit. Opening with reflections on July 4th traditions—from fireworks to parades—Trace sets the stage for a compelling conversation with Jack Clark, Owner and Founder of 180 Water. As the water industry faces growing demand and generational turnover, Jack offers a bold solution: a replicable...
info_outline
426 Sustaining Success: Tom Hutchison on Leading Through Generational Change
Scaling UP! H2O
In this episode, Trace Blackmore welcomes back , Chairman of the Board, , to reflect on what it really takes to step out of day-to-day leadership—and do it well. As a multi-decade leader in water treatment, Tom shares the personal, professional, and organizational insights that shaped his transition from CEO to chairman and what it means to lead a business into its next generation. From early succession conversations to the unspoken anxieties of staff, Hutch offers a rare look behind the curtain of legacy-building in industrial water treatment. And as private equity plays a growing...
info_outline
425 Smart Technology in Water Treatment with Kevin Kuhne
Scaling UP! H2O
“You don't have to transition your entire business. You just need to start. Small beginnings are okay.” Revolutionizing Water Treatment Through Smart Tech In this episode of Scaling UP! H2O, host Trace Blackmore welcomes , Founder and President of , for a deep-dive conversation on the emerging role of smart technology and artificial intelligence in water treatment. With decades of experience leading tech-driven innovation, Kevin unpacks how intelligent systems, edge computing, and real-time data processing are reshaping operations in the field—from cooling towers to...
info_outline
424 Chlorine Dioxide Insights with Greg Simpson
Scaling UP! H2O
A Lifelong Exploration into Chlorine Dioxide In this episode of Scaling UP! H2O, Trace Blackmore welcomes Greg D. Simpson, a recognized authority on chlorine dioxide and a long-time researcher, writer, and technologist in the industrial water treatment space. With decades of hands-on experience and a personal archive of thousands of technical papers, Greg brings unmatched depth to this essential conversation. From Field Trials to File Cabinets Greg takes us through his early career, from being tasked to explore chlorine dioxide as an alternative disinfectant on the...
info_outline
423 Pushing the Boundaries: Jacob Deak on Innovating Water Treatment Systems
Scaling UP! H2O
In this episode of Scaling UP! H2O, host Trace Blackmore interviews , Marketing & Inside Sales Director at , for a deep dive into how innovation is born—not in labs, but in the field. Jake shares the story of Pyxis Lab’s rapid evolution from a lean, hands-on team to an industry leader in developing smart, user-informed water treatment technology. Building Solutions from Real-World Problems Jake Deak's journey began during the pandemic, stepping into a role shaped by both legacy and urgency. Working closely with his father and the Pyxis team, he reveals how their approach...
info_outline
422 Inside the Association of Water Technologies with John Caloritis
Scaling UP! H2O
In this milestone episode, host Trace Blackmore welcomes of and current President of the . Together, they explore the strategic evolution of AWT and announce an exciting new partnership that officially makes Scaling UP! H2O the association's podcast partner. This conversation is a rare behind-the-scenes look into how AWT operates, from board decisions to training initiatives, and what the future holds for water treatment professionals who want to lead, grow, and make an impact. Behind the Boardroom: How AWT Operates at the Top John Caloritis gives a full picture of how the...
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.
