Lowering your price is easy.
It’s a lever anyone can pull. No creativity required. No courage either.
Just fear.
Fear that the product isn’t good enough.
Fear that the story won’t resonate.
Fear that the customer will walk away.
So we discount.
But here’s the catch:
When you train your customers to wait for the sale, they will.
When you teach them that cheaper is better, better stops mattering.
And when all that’s left is price, the only direction you can go… is down.
Down in margin. Down in meaning. Down in trust.
The alternative?
Build something they can’t compare.
Something so remarkable that price becomes a footnote, not a headline.
That takes guts.
But that’s the work.