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How to Stay in the Game When Everything Says Quit with Marcos Rivera

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05/26/2025

Show Notes:

Introduction

What does it really take to stay in the game when everything is telling you to quit? In this episode of Think Business with Tyler, Tyler sits down with Marcos Rivera—entrepreneur, pricing strategist, and founder of Pricing IO—for an unfiltered conversation about grit, purpose, and the business of charging what you’re worth. Marcos opens up about his journey from growing up in the Bronx to building a company that’s made the Inc. 5000 list two years in a row. But the road wasn’t easy. Marcos shares how he pushed through fear, pivoted in the face of a pandemic, and learned to lead with vulnerability. If you’re a business owner facing uncertainty or just looking for smart strategies to scale, this episode will inspire you to bet on yourself—and win.

About Marcos Rivera

Marcos Rivera is the founder of Pricing IO, a consulting firm that helps software and tech companies unlock their revenue potential through better pricing, packaging, and monetization strategies. With a background in private equity and a sharp eye for scalable growth, Marcos has advised dozens of companies from startup to scale-up.

Raised in a 410-square-foot apartment in the Bronx by a single mother, Marcos learned early on the value of responsibility, resourcefulness, and leadership. Now based in San Diego, he’s a husband and father of two, passionate about designing a business that lets him be present for the moments that matter.

Key Takeaways

1. Your background doesn’t define your ceiling. Marcos grew up with limited means but credits that experience with building his problem-solving mindset and relentless drive.

2. The fear route is often the growth route. When faced with a tough decision, Marcos chose the path that scared him most—and it paid off.

3. Relationship equity is your best startup capital. Marcos landed his first clients by simply checking in and showing up—months before launching his firm.

4. Systems create freedom. His “Trampoline” framework helps him and his team stay lean, aligned, and scalable.

5. Vulnerability is a superpower. Admitting when you don’t know something builds trust and makes you a better leader.

CFO Insights from the Episode

1. Cash flow is king, especially under $10M. Marcos emphasizes proactive cash management as foundational to scaling.

2. Productize to scale. Designing services that can be reused, packaged, and delivered consistently improves margins and predictability.

3. Pay structure impacts liquidity. Collecting more cash upfront and managing expense cadence gives your business flexibility to invest when needed. Owners in the trades who want this run by a specialist start with Profit & Grit, fractional CFO for contractors.

4. Layered budgeting helps de-risk decisions. Marcos uses a “base, plus, and stretch” model to manage ROI and justify new investments.

5. Waste and risk reduction is a growth lever. Lean operations aren’t just about saving money—they create optionality and speed.

Expert Business Coaching Insights

1. Bet on yourself—but plan for the risks. Marcos didn’t leap blindly; he mapped out worst-case scenarios and trusted his skills.

2. Know your non-negotiables. His biggest driver? Controlling his time. That clarity made every other decision easier.

3. Keep going when it’s hardest. From zero pipeline during COVID to building momentum again, Marcos proved resilience pays dividends.

Fun Facts

  1. Marcos created his own business methodology called “Trampoline.”
  2. He originally wanted to work for Sony or Hitachi in Japan and even studied Japanese.
  3. He describes himself as “laid back but a little pushy”—the result of Bronx hustle meets San Diego chill.

Actionable Items

  1. Audit your pricing model. If you guessed when you set it, it’s probably time to revisit it.
  2. Reconnect with your network. Reach out with zero agenda—just check in genuinely.
  3. Define what success means to you. Then design your business to support that vision.

Maxims to Live By

  • Control your time – Freedom is the ultimate ROI.
  • Fear is a compass – If it scares you, it may be the right move.
  • Keep going – Most people quit right before the breakthrough.
  • Be curious – The best leaders ask more questions than they answer.
  • Help first – Serve without expecting a return.
  • Build relationship equity – It compounds faster than any investment.
  • Stay lean – Efficiency fuels agility and growth.
  • Create clarity – Reduce confusion to reduce stress.
  • Own your numbers – Financial fluency is power.
  • Don’t fake it – People can smell insincerity a mile away.
  • Adapt or fall behind – Especially in a post-AI business world.
  • Hire for momentum – The right team multiplies energy.
  • Vulnerability scales trust – Especially when leading through uncertainty.
  • Celebrate progress – Zoom out and honor how far you’ve come.
  • Bet on you – The safest risk is investing in yourself.

Episode Highlights

Growing up in a 410 sq ft Bronx apartment and what it taught him about responsibility and initiative
The Maui conversation with his wife that changed his career path
Launching Pricing IO just as COVID hit and how he pushed through it
Why he built his own business framework called “Trampoline”
How he landed his first clients just by reconnecting with people

Memorable Quotes

“Keep effing going.” – Marcos Rivera
“If you don’t have cash flow, it suffocates the business.” – Marcos Rivera
“A closed mind doesn’t get fed.” – Marcos Rivera
“The only way you lose this game is if you stop playing.” – Marcos Rivera
“You’ve got to be genuinely curious. That’s where growth starts.” – Marcos Rivera

Tools, Books & Resources Mentioned

📚 Books Mentioned:

🛠 Tools & Resources:

Call to Action

💡 Connect with host, Tyler Martin – linkedin.com/in/thinktyler

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Final Thoughts

Marcos Rivera’s journey from the Bronx to the boardroom is a masterclass in resilience, clarity, and entrepreneurial courage. Whether you’re navigating your first startup or thinking about scaling a service-based business, his story will remind you that with the right mindset, strategy, and support—you can keep going.

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