Sharp, practical thinking on pricing — for founders who are tired of guessing, and established businesses ready to stop treating price as an afterthought.
"A 1% improvement in price realisation is worth three to four times more to your bottom line than a 1% reduction in costs. Most businesses pursue the cost reduction with rigour and leave pricing entirely to chance."
The posts that cut closest to the things businesses get wrong most often.
Most businesses price by adding a margin to their costs. It feels safe, logical, even responsible. It's also one of the most reliable ways to leave money on the table — or worse, price yourself out of a market you should own.
When a deal stalls, the instinct is to offer a discount. It feels like problem-solving. It's actually a form of panic — and customers can smell it.
Most businesses price by adding a margin to their costs. It feels safe, logical, even responsible. It's also one of the most reliable ways to leave money on the table — or worse, price yourself out of a market you should own.
When a deal stalls, the instinct is to offer a discount. It feels like problem-solving. It's actually a form of panic — and customers can smell it.
Finance teams are trained to manage costs and protect margins. That makes them brilliant at a lot of things — and structurally poorly placed to own pricing strategy.
Most SaaS pricing pages are designed to answer the question 'how much does it cost?' They should be designed to answer a different question entirely.
This site exists to change that. Not with frameworks that require a consultant to interpret, but with direct, usable thinking on the pricing decisions that actually move the needle.
The perspective here is deliberately opinionated. Where conventional wisdom is unhelpful — or actively damaging — it gets challenged. The goal is to give you a sharper way to think about price, regardless of your industry, stage, or size.
No books to sell. No course to upsell. Just the thinking.
Moving from cost-plus to value-based pricing. Understanding your competitive position. Building pricing that grows with your business.
The pricing decisions that haunt founders for years — and how to avoid them. Setting rates that attract the right clients and signal the right value.
Packaging, tiering, and pricing page design. Usage-based vs. seat-based. Freemium economics. Annual plan conversion.
Discount discipline. How to hold a price under pressure. What to do when deals stall. Structuring proposals that don't invite negotiation.
Packaging decisions. Good, better, best. What to bundle and what to separate. How structure affects buyer behaviour and average deal size.
Why the number matters less than how it's framed. Anchoring, decoy effects, and the subtle signals that shape willingness to pay.
New posts are published when there's something worth saying — not on a schedule. If you'd like to know when something new appears, leave your email.
No newsletter cadence. No marketing. Just a note when something new is up.
