The price rise nobody argued with

A price increase that produces no complaints and no cancellations is usually read as vindication. It is better read as an unfinished measurement.

By Steve 5 min read
Abstract bridge artwork for The price rise nobody argued with

A business raises prices by six or eight percent. The invoices go out. Nothing happens. No cancellations, two mildly irritated emails, one customer who asks for a call and then renews anyway. The conclusion drawn in the following management meeting is almost always the same: we were underpriced, we’ve corrected it, the market accepted it. Half of that is right. The market did accept it. But “accepted” is not a number, and the absence of churn tells you far less than it appears to. What a quiet price increase reliably…

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