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How do you know what the value of a product or service is to someone else? How do they know what they will pay for that value? These are the core questions of pricing. Pricing broadcasts explicit and implicit messages about your product. The more you charge, the higher the power needed to say yes to paying for it, the more critical your product will need to be and the stronger the business case for it to be. The price structure and unit of consumption match the target buyer’s procurement process and how they’re used to pay for things?