Captain’s log, stardate 20181106
Sent by Jonathan Stark on November 7th, 2018
A surprising number of people tell me that they agree with my pricing advice in theory, but that it won’t work for them in practice.
Their tone is usually some combination of resignation, frustration, and hopelessness.
They say, “I can’t” because their “industry is commoditized” or their “culture is different” or their “prospects are all price conscious.”
Maybe these obstacles are real. Maybe they are imagined.
In either case, nothing is going to get better by magic. Changes need to be made in order to improve things.
If you are not happy with your current situation, you have to try new things. You have to experiment. You have to take some risks.
The marketplace doesn’t stand still. What worked last year isn’t necessarily going to work this year. You have to adapt and innovate and grow if you want your business to remain prosperous.