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The Rebel Entrepreneur by Jonathan Moules

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Chapter Four

The high price of success

Oscar Wilde famously said: ‘A cynic knows the price of everything, and the value of nothing.’ Evidently, he was not an entrepreneur.

The price you charge for a product can be the rocket fuel to enable your venture to expand exponentially with the minimum of effort, or it can be a millstone that can put people off and make the cost of customer acquisition more expensive. The problem is that pricing is hard to get right and easy to undervalue. It can also be paradoxical.

The trouble with pricing is that it is not as straightforward as other management decisions. When it comes to staffing, service levels or product quality, the goal is always easy – aim for the best. But what do you do with pricing? Do you ...

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