Pricing as a Mirror

buying shoesSometimes people make decisions, product selection decisions, and they're not making them based on price. But they're using price. Strange, isn't it. They're using price because it helps them decide about themselves.

That's right, I'm not saying it helps them think about the product at all. I'm not talking about features. I'm not even talking about benefits.

No, instead, sometimes people use price to help them realize or make a decision about who they are. And in this case, what they're really doing is using pricing as a mirror.

So what does this mean if you're a product developer?

Well in this video (below), I highlight what I think is going on, and what we can do about it.