Impact Pricing: Memecast #77: King of Hearts: Value-based Pricing is Impossible (opens in new tab)

This one is the King of Hearts from the Selling Value card deck. It's true, value-based pricing is impossible because value-based pricing simply means charge what your customers are willing to pay. And yet you don't know how much your customers are willing to pay. You can't read their mind. You don't know the answer and you never will know the answer. But instead of assuming we're ever going to get perfect, let's assume we can get better. We can adopt this as a mindset. If we're thinking alwa...