Pricing a Product Shouldn’t Be a Guessing Game

Most people think consumer product businesses are about demand and marketing. This episode shows the real constraint is predictability.

Mike Dolder has been importing and selling fitness and wellness products since the 1980s, working with major retailers like Costco and Dick’s. He explains how sudden tariff changes, freight spikes, and policy shifts make it nearly impossible to lock in costs or plan retail pricing. When a product can jump from $399 to $699 overnight, the real risk isn’t competition — it’s uncertainty.