hi, Anthony here! In this newsletter, I curate insights on how to build great products. You’ll improve your product skills with every issue.

Let’s get to it.

(Btw, today’s issue is sponsored by OnDeck’s Performative Speaking Fellowship)

Use positioning to dictate price

Insight from Alchemy by Rory Sutherland

Price ≠ price.

It depends what you compare it to.

Examples:

• Netflix starts at $9/mo for unlimited movies. Renting a movie costs per movie + comes with late fees. Not to mention having to go to a physical store.

• Hey.com charges $99 a year for email. It promises to give you back control of your email. For example, they let you decide who is allowed to email you. Free email apps let anyone in the world email you — inbox chaos.

• Uber and Lyft increase prices during busy times of day. But 9 times out of 10, it still beats physically hailing a taxi, not knowing when a car will show, etc.

Price isn’t objective.

Position your product in a way where compared to an alternative, it becomes a no-brainer no matter what the price is.

Sponsor

Become a world-class storyteller.

On Deck Performative Speaking (ODPS) is an 8-week remote program for ambitious professionals who want to become powerful public speakers. 

Their curriculum includes:

• Deep dives on the fundamentals of storytelling

• Full access to their library of content and exercises

• Live speaking practice with feedback from professional speakers

Whether you’re a founder, team leader, creator, or executive, ODPS will help you define your personal narrative and use it to communicate your story to the world.

Their next cohort kicks off March 20. You can apply here before March 6th (This Saturday!) Applications will be reviewed on a rolling basis.

End Note

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Have a great day,
Anthony

(P.S. Anything I can help you with? Just reply to this email, I’ll response)