Pricing Strategy for Growth
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Pricing Foundations
The Three Lenses of Pricing: Cost Value and Competition
Preview
Why Underpricing Is the Common Silent Mistake
Understanding Willingness to Pay Through Customer Conversations
3 lessons
Value Metrics and Packaging
Choosing a Value Metric That Grows With Your Customer
Packaging Features Around Customer Jobs
Avoiding the Everything Bundle Trap
3 lessons
Tiering and Good-Better-Best
Designing a Good-Better-Best Ladder That Guides Choice
Anchoring and the Role of Your Premium Tier
Fencing Tiers So Customers Self-Select Honestly
3 lessons
Honest Price Testing
Ethical Price Testing Methods for Small Businesses
Reading Price Test Signals Without Fooling Yourself
When Not to Test: Judgment Calls in Pricing
3 lessons
Discounting Discipline
The True Cost of a Discount on Your Margin
Building Discount Rules Before You Need Them
Alternatives to Discounting That Preserve Value
3 lessons
Raising Prices With Existing Customers
Preparing the Ground for a Price Increase
Communicating a Price Increase With Candor
Grandfathering Migration Paths and Retention Guardrails
3 lessons
Tiering and Good-Better-Best
Fencing Tiers So Customers Self-Select Honestly
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