Short YouTube monologue (by Mark Evans DM) about deliberate pricing and market positioning choices. The speaker frames pricing as a deliberate choice between being the low-cost, high-cost, or mid-price provider and argues that if you have great product/service you can charge premium prices; many default to middle or low pricing out of desire to give value, but that may not be the optimal strategic play.
You understand, in business, there's always the person that charges the least and the person that charges the most and the person in between. Which one do you want to be? Because it is a choice, right? If you have a great product, great service, charge whatever you want. So a lot of times people, like, have a tendency to go less or in the middle of the road because it's like, well, I want to give a good value for a good price. Cool. There's nothing wrong with that. It's just, is that the right play?
