How to Price Products

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[00:02:48] - [First question] - How he arrived at a radically different way of building products

[00:05:07] - An example of coming up with a price before the product

[00:08:35] - Distinctions between a willingness to pay and positive feedback 

[00:10:29] - How to make sure you’re talking to the right potential customer in the first place

[00:13:32] - Productizing for different customer segments 

[00:16:16] - Questions companies should be asking to get accurate feedback

[00:21:18] - What he’s learned about the motivations of potential buyers

[00:22:43] - What leaders, killers, and fillers are

[00:24:37] - Some of the biggest mistakes companies make while following his formula

[00:25:35] - A rule of thumb for what is a benefit versus a feature

[00:27:35] - Five distinct pricing models for charging a customer

[00:30:46] - Whether or not the value piece of all of this revolves around time and money

[00:33:27] - What he tells entrepreneurs about pricing their products that most surprises them 

[00:35:16] - Defining the first four categories of failure 

[00:40:13] - Reasons why so many innovations fail to monetize and pricing being a CEO topic

[00:41:51] - Good rules that leaders can use to have a general sense for effective pricing 

[00:47:38] - Behavioral changes and observations as the absolute price move up and down 

[00:50:36] - Is there a pricing genius we should take note of?

[00:53:18] - The single question every leader should ask themselves

[00:53:46] - The kindest thing anyone has ever done for him