From Seth Godin:
“Start with a community that in fact does value what you do. And then do an ever better job of explaining and storytelling, increasing the perceived value instead of lowering the price. (Even better, actually increase the value delivered). When you don’t need everyone to buy what you sell, “it’s too expensive” from some is actually a useful reminder that you’ve priced this appropriately for the rest of your audience.”
The main idea is that for some people your product/service may be too expensive….yet if you start with a community (customers) that does value your product AND you do an excellent job of explaining and storytelling than the perceived value is even better for the customers..
Just about anyone can be a low-price producer….the test for any business is to offer better “value delivered”.