A philosopher named George Santayana once described a fanatic as someone who redoubles their effort after forgetting their aim. That's how I'd describe pricing in many small businesses. Owners work harder, take more calls, chase more volume, and grind longer hours. All to compensate for a pricing mistake they made years ago and never revisited. The aim was profit. The effort became survival. I spent time studying how small businesses actually set prices. What I found is ugly, predictable, and fixable. But you have to look at it first.