The Premium Paradox: Why Confidence Pricing Outperforms Competitive Pricing
The pricing orthodoxy is backwards. Business schools teach founders to research competitor rates, calculate cost-plus margins, and position somewhere in the “sweet spot” of market expectations. But this conventional approach creates a cognitive trap that systematically undervalues premium offerings and commoditizes differentiated solutions. The Anchoring Effect Is Killing Premium Brands Behavioral economist Amos Tversky’s research […]
