Pricing Design — A book by Dan Mall

“That’s exactly right,” says Mary. “Price is such an underutilized lever, and lots of entrepreneurs fall into the cost-based pricing trap instead of thinking in terms of value-based pricing or anchoring against existing alternatives.” She goes on, “The other big idea that hopefully you took away from the exercise is that it’s generally better to fo

What should you take from this? First and foremost, charge a premium. It will allow you to do things no one else can to make your clients successful. We were able to charge a premium because we provided more value than anyone else in the industry. In a real way, we were charging on a fraction of what our clients made using our system. This is impor

People want to buy expensive things. They just need a reason. And the goal isn’t just to be slightly above the market price — the goal is to be so much higher that a consumer thinks to themselves, “This is so much more expensive, there must be something entirely different going on here.” That is how you create a category of one. In this new perceiv

I want to be abundantly clear: the goal should be to charge as much money for your products or services as humanly possible. I'm talking heinous amounts of money. That being said, anyone can raise their prices, but only a select few can charge these rates and get people to say yes.