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Pricing is like a puffer jacket

 

I’ll never forget visiting Brisbane in winter. 

As a Melburnian I packed light, shedding layers as the northern sun warmed my bones.

Around me, locals swarmed, clutching coffees and swathed in puffer jackets.

When you’re used to 12 degrees, 19 degrees feels warm.

When you’re used to 25 degrees, it doesn’t.

Our experience of temperature is relative. 

👉 So is pricing.

Things are only expensive or cheap depending on context.

Repairing my heater for $250 is a bargain compared to buying a new one for $2,500. 

👉👉 Remember, in business it’s not only your job to set your price, it’s to set expectations of your price.

Some resources to help:

 

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