Remember the Guy Who Gave His Employees a $70,000 Minimum Wage? Here’s What Happened Next.

By Paul Keegan
Oct. 23, 2015

This post originally appeared in Inc.

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By first outsourcing technology, and then building its own systems, Gravity offered lower prices and better service, and grew rapidly for four years—until the Great Recession nearly wiped it out. Traumatized, Price kept a lid on wages even after the economy recovered—to save the company, of course! Why can't employees see that? Yet the more people tried to cheer him up about his wage policy, the worse Price felt.

Finally, he realized why: Haley was right—not only about being underpaid, but also about Price's intentions. "I was so scarred by the recession that I was proactively, and proudly, hurting my staff," he says. Thus began Price's transformation from classic entrepreneur to crusader against income inequality, set on fundamentally changing the way America does business. For three years after his face-off with Haley, Price handed out 20 percent annual raises. Profit growth continued to substantially outpace wage growth. This spring, he spent two weeks running the numbers and battling insomnia before making a dramatic announcement to his 120-member staff on April 13, inviting NBC News and the New York Times to cover it: Over the next three years, he will phase in a minimum wage of $70,000 at Gravity and immediately cut his own salary from $1.1 million to $70,000 to help fund it.

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Price had not only struck a nerve; he had also turbocharged a debate now raging across the American landscape, from presidential forums to barrooms to fast-food restaurants. How much—indeed, how little—should workers be paid? While financiers and C-suite honchos have showered themselves in compensation, most Americans haven't had a raise, in real dollars, since 2000. Especially in the wake of the recession, entrepreneurs and corporate bosses have tightly controlled costs, including wages. That boosts profits—and bonuses [bonuses to executives]. But at what cost? In a U.S. economy that is more than two-thirds consumer spending, GDP growth is chained to income growth. Workers can't spend what they don't have, nor do they have the home equity to borrow and spend. Weak wage growth helps explain why this long economic expansion has been so tepid.

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The 20 percent raises Price implemented in 2012 were supposed to be a one-time deal. Then something strange happened: Profits rose just as much as the previous year, fueled by a surprising productivity jump—of 30 to 40 percent. He figured it was a fluke, but he piled on 20 percent raises again the following year. Again, profits rose by a like amount. Baffled, he did the same in 2014 and profits continued to rise, though not quite as much as before, because Gravity had to do more hiring.

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As a numbers guy, he knows all the statistics. Even as the nation's productivity has improved 22 percent since 2000, median wages have risen only 1.8 percent, adjusted for inflation. Wages have actually fallen by 3 percent since the recession. Meanwhile, productivity gains are going to CEOs who earn, on average, about 300 times more than typical workers, compared with 71.2 times in 1990, according to the Economic Policy Institute. (Price's $1.1 million salary was about 23 times the $48,000 average at Gravity.) Such trends have driven the push for a $15 minimum wage in some cities, including Seattle.

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s there a magic number that keeps workers focused while still generating a profit? Price calculated a figure but never imagined the publicity he's gotten would boost new customer inquiries from 30 per month to 2,000 within two weeks. Customer acquisition costs are typically high, so in that sense, the strategy has paid off. And in this business, customer retention is key. Gravity's 91 percent retention rate over the past three years—far above the industry average of about 68 percent—has been crucial to its success. Maria Harley, Gravity's vice president of operations, looks at a different set of numbers. While the company had to hire 10 more people than anticipated to handle the new business, most nonlabor costs—rent, technology, etc.—have remained the same, thus improving operating ratios. "We don't need our sales to double," she says. "We only need them to increase marginally—by about 25 to 30 percent. When I started being more logical than emotional about this, I said, 'This is totally possible.'"

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Six months after Price's announcement, Gravity has defied doubters. Revenue is growing at double the previous rate. Profits have also doubled. Gravity did lose a few customers: Some objected to what seemed like a political statement that put pressure on them to raise their own wages; others feared price hikes or service cutbacks. But media reports suggesting that panicked customers were fleeing have proved false. In fact, Gravity's customer retention rate rose from 91 to 95 percent in the second quarter. Only two employees quit—a nonevent. Jason Haley isn't one of them. He is still an employee, and a better paid one.

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