The price you charge says more about your brand than any marketing campaign ever will.

This episode distills 100 hours of research on pricing into what actually works — why raising your prices often increases demand, the psychology behind why $97 feels fundamentally different from $100, how the world's most profitable companies think about value rather than cost, and the one pricing mistake that's costing most founders more than they realise.

Based on research by Thaler, Ariely, Dolan, and Nagle.

The full experience — book, quiz, and your own AI coach — is at www.thebrief.ing