The price rose 6%. Nobody left.

An increase that meets no resistance is usually filed as a win. It is better read as a measurement, and most businesses fail to read it.

By Steve 5 min read
Abstract bridge artwork for The price rose 6%. Nobody left.

A business raises prices six per cent. The letters go out, the invoices change, the sales team braces. Nothing happens. No cancellations, no renegotiations, barely an email. The management meeting records it as a success and moves on. It is a success, in the narrow sense that gross profit went up. But treating it as a verdict on the pricing wastes the most valuable thing the exercise produced: information. A price change is one of the few experiments a business runs on its own market whether it means to or…

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