Pricing Isn’t Math—There’s No Right Answer

There’s no such thing as the “right price.”

There’s only the price you choose to assign to your product or service.

…

Your buyer is looking for value.

If they perceive the value as greater than your price, they buy.
“That’s worth it.”

If they perceive it as less, they don’t.
“That’s not worth it.”

…

Asking “What’s the right price for XXXX?” is like asking “What’s XXXX divided by zero?”

It’s undefined. The answer doesn’t exist.

…

You could burn a lot of time searching for it—
and never find it.

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There’s no such thing as the right price—only the price you choose.
But if you’re looking for answers to pricing questions, the answer isn’t hidden—it’s in my book:
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