Beyond the Price Tag: The Positioning Revolution Your Product Needs
Ever wonder why pricing your product feels like solving a never-ending puzzle?
Here’s the secret — your pricing problem is actually a “positioning” problem.
Let me explain how positioning is the real key to unlocking your product’s potential:
𝗣𝗿𝗲𝗮𝗺𝗯𝗹𝗲: 𝗬𝗼𝘂𝗿 𝗣𝗿𝗶𝗰𝗶𝗻𝗴 𝗣𝗿𝗼𝗯𝗹𝗲𝗺𝘀 𝗔𝗿𝗲 𝗣𝗼𝘀𝗶𝘁𝗶𝗼𝗻𝗶𝗻𝗴 𝗣𝗿𝗼𝗯𝗹𝗲𝗺𝘀
Ever feel like you’re constantly testing prices but never hitting the sweet spot?
- Should you go freemium or offer a free trial?
- Is your price too high, too low, or just average?
These classic questions miss the point.
The truth is:
99% of pricing dilemmas are actually positioning issues in disguise.
Enzo Avigo brought the heat on this deep dive. Founders have said things like “it permanently changed the trajectory of my business.”
Let’s dive straight into the breakdown now.
𝗖𝗵𝗮𝗽𝘁𝗲𝗿 𝟭: 𝗪𝗵𝘆 𝗣𝗼𝘀𝗶𝘁𝗶𝗼𝗻𝗶𝗻𝗴 𝗠𝗮𝘁𝘁𝗲𝗿𝘀
Let’s start with the basics — pricing 101.
Economics tells us the goal is to maximize profit by finding the sweet spot between “too high” and “too low.”
But in the real world, this calculation isn’t enough.
Pricing and positioning are inextricably linked:
- Take Gillette’s “cheap razors, expensive blades” model.
- Or take the world of software pricing; companies have even more flexibility.
But even in these cases, the real success lies not in pricing itself, but in how these companies position their products to make the pricing work.
𝗖𝗵𝗮𝗽𝘁𝗲𝗿 𝟮: 𝗣𝗼𝘀𝗶𝘁𝗶𝗼𝗻𝗶𝗻𝗴 𝗶𝘀 𝗖𝗵𝗿𝗼𝗻𝗶𝗰𝗮𝗹𝗹𝘆 𝗡𝗲𝗴𝗹𝗲𝗰𝘁𝗲𝗱
Everyone talks about pricing tactics — freemium, free trials, premium offers — but these strategies mean little if your positioning doesn’t align with them.
Remember Alice in Wonderland?
Founders today are a lot like Alice when they ask questions about pricing — what they really need is clarity around positioning.
It’s not just about being the best product; it’s about being positioned so the market clearly sees your value.
And yet, despite its importance, positioning is often ignored.
𝗖𝗵𝗮𝗽𝘁𝗲𝗿 𝟯: 𝗙𝗿𝗼𝗺 𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝘁𝗼 𝗣𝗼𝘀𝗶𝘁𝗶𝗼𝗻-𝗠𝗮𝗿𝗸𝗲𝘁 𝗙𝗶𝘁
Years ago, finding product-market fit was enough.
If your product solved a real problem, you could find customers willing to pay for it.
But in today’s crowded marketplace, simply having a good product is no longer sufficient.
Now, it’s all about finding position-market fit.
Position-market fit means aligning your:
- Product
- Brand
- Marketing
- Pricing
- And go-to-market strategies
In a way that captures your audience’s mindshare.
It’s about owning a specific “brain-estate” where your product is seen as the go-to solution in its category.
Think of companies like Linear and Arc Browser.
Their pricing reflects their carefully crafted positioning more than any economic formula.