The price went up 5%. Nobody left.

A price increase that provokes no resistance is usually read as a success. It is better read as a measurement, and the measurement is incomplete.

By Steve 4 min read
Abstract bridge artwork for The price went up 5%. Nobody left.

A price increase lands. The team braces. The complaints don’t come, the churn report looks the same as last month, and the increase quietly becomes part of the run rate. The natural conclusion is that it worked. The more useful conclusion is that the business just ran an experiment and collected almost no information from it. Silence after a price rise is genuinely good news about margin. It is ambiguous news about pricing. It is consistent with at least three quite different states of the world: customers value the offer…

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Important: General information only. Rialto Bridge articles describe patterns and considerations that may apply to a business; they are not financial, legal, tax or accounting advice, and they take no account of your particular circumstances. Consider your own situation and seek advice from a qualified professional before acting.

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