As entrepreneurs, we need to empower customers and create a story that justifies an emotional response.

In this episode, Carlos and Ben discuss the four pricing methods from The Personal MBA: cost-based, market-based, return-based, and value-based pricing. They emphasise the importance of understanding the story the buyer is telling themselves and tapping into their motivations and needs.

Links

• The Personal MBA: A World-Class Business Education in a Single Volume, by Josh Kaufman
• Join the Happy Pricing course