It's a tough time to be a bank. Banks were once associated with "It's a Wonderful Life." Now it's "The Big Short" and "Too Big to Fail." And they're facing a new world of greater regulation and stiffer competition. To survive, and even thrive, banks have to rebuild their brands - one customer relationship at a time. To do this, banks must rethink their approach to commercial pricing: The value they place on it; the strategies they use; the people and the tools they use to execute those strategies. To get pricing right, banks have to begin with the lender/customer interaction and work backward from there, always keeping the process focused on strengthening the bond between the banker and the borrower. That's what we believe at PrecisionLender. It's something we feel so strongly that we were compelled to put our philosophy into words, in this book. Whether you're a community banker, or working at a multinational money center, Earn It has lessons and advice you can use to change your bank's bottom line - and its future.