Practical, opinionated thinking on the pricing decisions that actually move the needle. No hedging. No jargon. Just clear thinking on one of the most undervalued levers in business.
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.
Early-stage pricing decisions have a long shadow. The rates you charge in year one shape customer expectations, competitive positioning, and your own psychology about what your work is worth — sometimes for years.