Ben, CSA farm owner

I run a small CSA — community supported agriculture. People pay upfront for a season of vegetables. I used to just offer one size: a weekly box for 20 weeks. After reading the chapter on price ladders, I added two more options: a half-share (every other week) and a "Farm Supporter" share that costs more but includes a dozen eggs and a bouquet of flowers each week. The supporter share isn't the biggest seller, but it made the standard box look more reasonable, and a few people chose it. That extra money paid for the book.

I also used the idea from the cancellation chapter. At the end of the season, I send a renewal email. I used to just ask for payment. Now I include a note: "If this year was too much food, consider switching to the half-share." A few people who would have quit entirely switched to the smaller option. I kept them as customers. That's a win.

The book is long and some of it is about software I'll never use. But the core ideas — giving people options that make the middle one feel right, and letting them step back without leaving — are things any farmer can use.