How do you know if your pricing is right? Are you charging too little… or too much? In this episode of Mind the Machine Podcast, Cheryl sits down with Marcos Rivera, founder of Pricing I/O and author of Street Pricing, to explore the psychology behind pricing, confidence in your value, and how AI is reshaping business.Marcos shares timeless truths about pricing, why there’s no “magic number,” and how understanding customer psychology can unlock growth. From SaaS startups to established tech firms, his insights reveal how pricing connects directly to business survival and success.🔗 Learn more about Pricing I/O: https://www.pricingio.com/💼 Follow Marcos Rivera on LinkedIn: https://www.linkedin.com/company/pricingio/Follow Mind the Machine Podcast:Instagram: https://www.instagram.com/mindthemachinepodcastTikTok: https://www.tiktok.com/@mindthemachinepodcastWebsite: https://findgood.tech/LinkedIn: https://www.linkedin.com/company/findgood-tech/00:00 – Why pricing is about confidence, not fear of rejection01:06 – Introduction of Marcos Rivera, CEO of Pricing I/O02:00 – Stop guessing: pricing as growth and opportunity05:02 – Understanding when “no” is about price vs. positioning06:01 – Marcos’ journey from the Bronx to pricing expert08:37 – Making pricing simple and human—no “magic number”10:40 – The psychology of paying and why credit cards work11:48 – Marcos on AI: tool vs. hysteria14:36 – Why no pricing can save a bad product16:00 – Growing Pricing I/O and focusing on SaaS/tech companies18:16 – Teaching clients to “fish” with pricing skills19:39 – Timeless truths: business still runs on trust20:50 – AI agents, pricing structures, and building trust30:52 – The future of Pricing I/O and dream clients34:37 – Good vs. bad client fits for pricing work36:04 – Marcos’ book Street Pricing and timeless lessons