Why Customers Don’t Mind Paying More If You Get This Right

Pricing isn’t the problem. Value is.

BY TONY MANGANIELLO, TONY MANGANIELLO, ORGANIZATIONAL SYSTEMS CONSULTANT

Illustration: Getty Images

Most founders spend weeks agonizing over pricing models — cost-plus, value-based, outcome-based, and competitive pricing. They read books, hire consultants, and build spreadsheets. Yet, they’re solving the wrong problem.  

Pricing models are important, but they answer only one question:........

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