"Raise prices." Regular listeners of our podcast have heard this advice more than once. But why is this so key and yet so hard for many technical founders? And how should startups go about raising prices -- or more specifically, creating value -- for their products?

In this episode of the a16z Podcast, former sales VP Mark Cranney (and head of a16z's EBC and go-to-market practice for startups) and former startup founder (and general partner focused on all things infrastructure) Martin Casado talk to managing partner Scott Kupor about pricing for startups ... especially for category-creating businesses. It's not all "pricing, pricing, pricing" though -- there's another important "p" in there too!

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Please note that the content here is for informational purposes only; should NOT be taken as legal, business, tax, or investment advice or be used to evaluate any investment or security; and is not directed at any investors or potential investors in any a16z fund. a16z and its affiliates may maintain investments in the companies discussed. For more details please see a16z.com/disclosures.

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