TLDR;
In this rant, I break down why your price tag is one of your most powerful distribution tools, and why anchoring it to competitor prices or your own spending habits can be quietly killing your sales.
If you're a technical founder struggling to charge what you're worth, this one's for you. Don't treat pricing like an accounting problem. It’s not.
It’s a story — and whoever reads that story decides whether they belong in your world or not.
Full Video
Price = Story
Here’s something nobody tells you when you’re building your first product:
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The moment you pick a price, you’re already marketing.
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Not with copy. Not with ads. With a number.
A €10 product says: this is for everyone.
A €1,000 product says: this is for someone with a specific problem, and they know it.
Same product. Completely different customer. The price didn’t just set value expectations — it filtered the funnel.
Most technical founders get this backwards. They build something, look at what competitors charge, calculate their costs, and then land somewhere close to the bottom of possible. Logical, but wrong.
Think about conference tickets. One person sees a $500 ticket and thinks it’s overpriced. Another buys the same ticket knowing they’ll close a $50k deal in the hallway. Same ticket. Same price. Completely different value. The difference isn’t the product — it’s the buyer’s context.
This is the trap founders fall into: projecting their own wallet onto their customers.
If you wouldn’t spend $2,900 on a tool, you assume nobody would. But you’re not the customer. Your customer has a problem you’ve solved — and the price of that problem, to them, might be much higher than the price of your solution.
Here’s how you should think about it: A high price with the wrong story is a scam. A high price with the right story is a filter.
It filters out people who don’t have the problem you solve. It attracts people who do — and who are serious about solving it. That’s not fewer customers. That’s better customers.
So before you touch a pricing page, ask yourself one question: What does this price say about who this is for?
If you can’t answer that, the number is arbitrary. And arbitrary prices attract arbitrary customers and that's not what I want for you!
Quotes
“A price of €10 tells a different story than €1,000 — and the story is who this is for.”
“For one person, a conference ticket is worth $10. For another, it’s worth $10,000 — because they’ll close a deal in the lobby.”
“Stop projecting your own wallet onto your customer.”
Till next time stay positive and build better!
Cheers,
Pete (aka BFG)
Links
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X/Twitter: [@BuildBetterHQ]
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LinkedIn: [BuildBetterHQ]