Mark Osborne argues that how you charge matters more than what you charge. Most businesses focus on market rates, but the real lever is deciding who pays and what they get for it. Your packaging and pricing structure drive success more than the number itself.
Yeah, well, I think the first big misconception, you know, when it comes to pricing, many executives think that what you charge determines your success. In fact, who and how you charge determines your success. So I know in that arc of your question that you just told, yeah, it's like, hey, we should price to what the market will bear. That makes pricing very one-dimensional.
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