the art of pricing

“Good pricing is not about the price.  It’s about getting in each customer’s shoes and knowing exactly how they derive value from your product.” - Ian Clark

If your customers perceive your discount as signaling a lack of confidence in your product's value, they may not want to buy it at any price.

“WE HAVE TO PAY”

But what if we get to?

Imagine looking at the exchange of money as an alternative way to say things like:

Thank you!

Please keep going.

My life is better with this in it.

A signal of gratitude carries more weight than a forced action

The most powerful and interesting media model will remain raising money from members who don’t just permit but insist that the product be given away for free.