Codie Sanchez argues most founders underprice their products. If your software replaces a person's salary or saves time, price it as a percentage of that value, not your costs. Higher prices create a moat because customers who pay signal you deliver real value.
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This secret is the difference between rich founders and most founders. Most businesses think they have a marketing problem. I need more leads. Instead, they have this underpricing. Here's what Marc Andreessen has to say about this. The one thing he is urging every founder, every second is to raise prices. Why? Because great businesses, they never price by cost. Great businesses price by value. So here's the framework that we use. You price the outcome. If your product replaces a person, rich founders, they're going to price it like a percentage of that salary. The logic applies to any business. A service that saves time, a software that reduces headcount process that removes users. Because higher prices don't hurt customers, they fund better outcomes. If you raise prices and customers still buy, you have a moat. If you create real value, price like it. And if you want to learn how we do this, live in three days, I'll teach you everything you need to know about how to change your pricing at the Growth Accelerator Workshop in three days, I will help you make more money and more profits inside of your business with this one trick.
