You've Already Paid for Your Product | Confession #3 One of my favorite questions to ask business owners is why they charge what they charge. Almost every time, I get some version of the same answer. “I don’t know... I just don’t think I’d pay that much.” “I’d never spend $30 on a candle.” “I’d never pay $75 for a tumbler.” “I could never charge $6 for a cookie.” Every time I hear it, I smile. Not because they’re wrong. Because I think they’re asking the wrong question. Pizza
