What if $3 buyers just aren't your people?

Some people at McDonald’s will only ever pay $3 for a hamburger.

But right now, there are also people at McDonald’s eating a $3 burger—who will happily spend $14.95 on a burger at the brewery tomorrow night.

Price isn’t about the burger. It’s about context, value, and what someone wants in the moment.

So don’t let your $3 McDonald’s burger customers convince you that $3 is the ceiling.

And don’t let your $495 1040 clients convince you that $495 is the going rate.

They’re just one part of the market.

They’re not the total market.

If you want to price like the brewery, you’ll need to create a better product and a better experience.

And you may need to find some new buyers.

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