The pricing mistake that quietly sinks good products
Most founders underprice out of fear. Here's a calmer, more honest way to find the real number.
By Ren Okafor · 2026-04-28
The most common pricing error isn't greed. It's fear — and it shows up as a number that's too low.
Underpricing feels safe: surely a lower price wins more customers. In practice it signals low value, attracts the most demanding buyers, and starves the business of the margin it needs to improve.
ReframePrice is a message about value, not just a barrier to entry. The right number lets you serve customers well for years.
A saner process
Anchor to the value delivered, not your costs. Talk to customers who'd be genuinely upset to lose the product. Then raise the price until losing a deal occasionally stops feeling alarming — that's roughly where you should have been all along.