Emmy award winning director and designer Chris Do joins me to discuss pricing strategy. Chris is the Chief Strategist and CEO of Blind and the Founder of The Futur— an online education platform that teaches the business of design. We cover a lot of ground in this episode including value-based pricing, determining a customer's perceived value, differential pricing ethics, pricing psychology, ultimate versus proximate customer needs, raising prices, the placebo effect, channel conflict, and benefits selling. Whew!

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