Price isn't simply a number. It's a feeling.
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Price isn't simply a number. It's a feeling.
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Underpricing based on mistaking "customer acquisition" for "business growth" might be the most common strategic error in business.
When we set a price, we're not picking a numbers of the air. We’re not simply adding up costs per unit, slapping a percentage on top, and calling it a day.
We’re doing far more than that.
We're choosing our positioning. We’re defining what type of game we play, the buyers we’ll attract, and which competitors we’ll face.
To an accountant, economist, or a business owner, price is simply a number.
But to a buyer, price is a feeling.
The Cognitive Marketer
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