I’ve worked online for eight years, with all kinds of service providers in all kinds of businesses, and somewhere along the way I became the person who asks, “Okay, but based on what?” Because the first problem we notice isn’t always the one we need to fix. Sometimes the price is wrong. Sometimes the offer makes no sense next to it. And sometimes everything works individually but not together.

That sent me down several rabbit holes about pricing, buyer behavior, capacity, business logic, and the Emotional Economics underneath it all. Most business advice starts with an answer and makes your business fit it. I want to look at what your offers, pricing, buyers, capacity, and actual life are doing together—and figure out what is actually happening before you start changing shit.

I also care about what this business makes possible. It supports my family, local farmers and small businesses, other online service providers, my research, and the free work I make. I also set aside 15% of the profit from every purchase toward piloting a free, local, kid-friendly women’s economic rebuilding initiative. I want this business to support my life, help me support other people, and put money back into real communities—online and off.