Raise Prices — decide whether to, and what it would take

Most founders price too low, and they price too low out of fear rather than strategy. A low price is usually a low-confidence signal, not a considered move. Meanwhile the leverage is enormous: because a price increase carries no extra cost, the extra dollars fall straight to the bottom line, so a small percentage on price can be a large percentage on profit.

This skill helps a founder build the case for raising prices and work out what it would take — before they touch a single number. It drives toward a higher price. It does not debate whether to raise; it assumes the direction is up and asks how far and what would justify it. It does three jobs, in strict order: