Jacqueline SnyderFounder and CEO of The Product Boss

Is Your Pricing Too Expensive?

16 Apr 2026 · 1 min

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In this YouTube excerpt, Jacqueline Snyder explains why entrepreneurs often underprice their products. She argues that underpricing stems from a personal discomfort with appearing expensive, which leads founders to set prices lower than the market would bear. Snyder illustrates this with a story about a candle maker who thought her candles were pricey at under $50, yet compared them to luxury candles priced at $380–$800, highlighting how perceptions of "expensive" differ among customers. She concludes that price should be aligned with the target customer’s willingness to pay rather than the founder’s feelings, emphasizing the need to match pricing to the end‑customer’s perception of value.

Chapters

If you're underpricing, it's usually because you're trying to solve a discomfort problem with a pricing problem. That means you feel uncomfortable being expensive or whatever you perceive to be expensive. I literally today coached someone that was like, my candles are expensive. Her candles were like under $50 and I pulled up neimanmarcus.com and I was like, look at this $800 candle. Look at this $380 candle, which by the way, my sister-in-law bought it for me and then I found out it was $380 and then I thought, oh, my scarcity would've been like, You're never burning that candle, but I did. Expensive to me was affordable to my sister-in-law who bought me this as a gift. We really can't determine things as expensive. We really just need to match the pricing to the end customer.