"Every decision comes down to one question: is it worth it?" Notable Moments [00:01:19] Examples of shifting customer value [00:04:11] Industries where customers feel "stuck" with rising prices [00:05:11] What Lee learned by switching grocery chains [00:07:17] The three-legged stool of pricing decisions: customer, employees, bottom line [00:10:26] The importance of awareness and knowing what things really cost [00:17:18] Inflation, habits, and the slow creep of change In this conversation, Lee Cockerell shares practical stories about rising prices, customer expectations, and how businesses can make thoughtful adjustments without creating resentment. He explains why experience matters more than price, how awareness leads to better financial decisions, and how small changes - good or bad - accumulate over time.  Read the blog for more from this episode.  Resources CockerellStore.com The Cockerell Academy About Lee Cockerell Mainstreet Leader Jody Maberry Travel Guidance Magical Vacation Planners are my preferred travel advisors. Reach out to have them help plan your next vacation. You can reach them at 407-442-2694.    

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