High-End Pricing: Differentiate or Die (Not X for Y)

Sat, Sep 29, 2012 - 9:26pm -- Isaac Sukin

Pricing is a funny thing. It depends a lot on psychology -- how can you convince your customers that they are getting a deal while charging them the highest reasonable value? You've heard people say "differentiate" before, but I bet you haven't really thought deeply about whether you're really different. Here's a test: are you an alternative, or are you your own category? If you didn't exist, what would people use instead, and how would they feel about it? Are you a category leader or are you a small player that tries to be better than the leader?

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