News from the Industry

If you’re still pricing by adding a margin to your costs, you’re leaving money on the table. Value-based pricing starts with what your customer gains — not what you spend. Here is the content of this Mini Class 🔍 What You Need to Know Cost-plus pricing is like comfort food [...]

A few weeks ago, I wrote an article sharing my belief that the era of “Pricing AI” as we knew it was coming to an end. My perspective was that AI would increasingly shift from being a standalone, highly marketable innovation to becoming “just another feature” integrated seamlessly into broader [...]

This story isn’t about perceived value—it’s about real value. At CES 2025, Bosch unveiled an innovative anti-theft feature for their eBike batteries. Integrated into their Flow+ subscription, it allows users to track and locate stolen batteries, aligning with their vision of non-stealable bikes. The idea is brilliant: if thieves know [...]

Why Sam Altman is Wrong About ChatGPT’s New PRO Plan Pricing This week, Sam Altman, OpenAI’s CEO and founder, publicly revealed that OpenAI is losing money on its $200/month PRO plan, hinting that users are “using it too much.” (Bloomberg article) While having users “use a product too much” is [...]

Among various pricing models, lifetime pricing or lifetime deals have gained significant attention. This article looks into the concept of lifetime pricing, its advantages, disadvantages, and when it might be the right choice for your business. Long story short – more often than not, they’re not a sound long-term product [...]

Dynamic pricing, price increases… in 2024, prices made all the headlines, and awareness of their importance has spread widely. But have you noticed how what we’ve called “modern pricing” in recent years is starting to look old-fashioned? What will change in 2025? Common Pricing Practices Until Today: 🔴 Subscription-Based: Recurring [...]

A Job-to-Be-Done is a clear statement describing what a group of people is aiming to achieve or resolve in a specific context. The word “job” does not refer to the actual task or a particular method to accomplish it (which is the job of the solution used by the customer), [...]

Product positioning is about how your product is uniquely perceived by a specific set of target customers. It highlights how your product solves their specific problems and stands apart from alternatives, emphasizing where your product excels and delivers the most value to that audience.

Can you monetize the fact of not doing Dynamic Pricing? Yes, if you are Lyft! TLDR: Lyft has just released a paid add-on for those who want to opt out of dynamic pricing. It’s just brilliant, and here is why. 👇 Lately, there’s been a lot of buzz around dynamic [...]

Canva just announced a (massive) price increase, sparking reactions ranging from frustration to… well, more frustration! But let’s take a step back and analyze this with a bit more objectivity (and a key takeaway at the end 👇). TBH, Canva has always been a bargain. Their free plan is incredibly [...]

It’s funny how dynamic pricing has evolved. A few years ago, it was an obscure strategy used by a select few businesses, mainly airlines. Now, as it becomes more common, people are starting to grasp what it means in their wallets, shifting the attention from revenue to fairness. The Oasis [...]

Wizz Air (the Hungary based low cost airline) has just launched an “All You Can Fly” pass for only 599 EUR/year. Let’s see how this deal includes at least 3 examples of using pricing tactics to redefine value and differentiate in the market. ✈️ Dynamic Pricing vs. Value Unit Shift: [...]

After a successful test in Grapevine, Texas, Walmart is rolling out digital shelf labels (DSLs) to 2,300 stores by 2026, transforming both pricing and customer experience. Walmart is not the first retailer using this technology, but their footprint is massive and their appetite for data is well known, which can [...]

Who has already paid for their perfumes or drinks on an Easyjet flight in full? Nobody really, right? 🤷‍♂️ Well, that’s part of what is called the “discount habit”. Yes, discounts are powerful because they give the impression of a big “gain” to the consumer. But, what happens when discounts [...]

Breaking the rules of “expected” pricing display. Have a closer look at this Easyjet upselling page. We’re so used to seeing the “middle price in the middle” that our brain almost instinctively expects the mid-box to be the one with the intermediate price. But … it is not! A few [...]

When it comes to pricing a new product or adjusting existing prices, many people face the same dilemma: Where do I start? Most teams and executives tend to fixate on the “price tag” (i.e., “how much to charge”), which often results in either “price guessing” (picking a number that feels [...]

Welcome to the Reasonable Product Podcast! I’m your host, Salva, and today we’re diving into the intricate world of monetizing commodity digital products. I’m thrilled to have Neeraj Singh, the CEO of Neeto and Bigbinary, joining us to discuss this complex and somehow misunderstood topic. In our discussion, Neeraj and [...]

Opportunities and Complexities in the Energy Industry. Introduction In the first part of this three-part Deep-Dive, we explored different pricing models available for Hardware and Hardware + Software Products. In the second part, we looked into the consumer value, the risks, and opportunities arising from the different hardware pricing models. [...]

Pricing is one of the most important features of your products, representing a significant part of how your customers interact with your company and products. With pricing strategies, pricing models include many elements that, when defined consistently, constitute the pricing of your products. I have already written a full article [...]

Is good Pricing necessarily about “making money”? Not really!And that’s where most Product Monetization exercises fail… lack of 𝗣𝗿𝗶𝗰𝗶𝗻𝗴 𝗚𝗼𝗮𝗹𝘀! Many assume a product must “make money”, but this is not always the case.And by the way, what does “money” mean? revenue? profit? Some examples: Too many teams overlook the [...]

Many professionals place great importance on titles, especially when they include terms like “strategic.” However, what is often overlooked is that having a strategy role is about genuinely having a plan and understanding how to align the pieces effectively to maintain control. In my daily interactions, particularly with Product Managers, [...]

It’s easy to feel busy, and let’s admit it, there’s a certain satisfaction in ticking off a long list of tasks. “Wow, I did so many things today!” 😅 I believe it’s a common misconception that important people should always be busy. In truth, the most impactful individuals aren’t those [...]

There is only one thing worse than a bad pricing strategy… having no pricing strategy at all and only one thing worse than having no pricing strategy… believing you have one… when you really don’t.

Part 2- Risks and Customer value in Hardware+Software pricing models Introduction In the first part of this 3 part Deep-Dive, we have explored different pricing models available for Hardware and Hardware + Software Products. Today, we will be analyzing closely the risks and opportunities coming from each one of them; [...]

Part 1- Review of Hardware and Hardware+Software pricing options Introduction Business models in hardware have undergone a significant transformation over the last couple of decades. We’ve moved from a simpler world where hardware was primarily sold outright—akin to purchasing a music CD—to a realm where hardware and software are increasingly [...]

In this episode, we welcome Jonathan Landau, CEO of Movu, to share his transition journey from CPO to CEO. It’s a deep dive into the challenges and opportunities that come with moving from a product-centric role to the helm of a company. Movu is the leading Swiss Marketplace for moving [...]

💵 Pricing fairness and value perception is a topic that too often goes overlooked. While value-based pricing, dynamic pricing, and personalized pricing models are excellent for capturing the full potential value (and willingness to pay) from each customer, they come with a notable risk – the perception of unfairness and [...]

In the world of product management, there’s a lot of talk about titles. Product Owner (PO) or Product Manager (PM)? Senior or Junior? Lead… but leading what exactly?🤷‍♂️ I often witness infinite debates about which title is better or what each one should mean. And I still get people asking [...]

In this episode, we talk with Marie Martens, co-founder of Tally.so, a new and successful form-builder tool. Tally.so has made a big splash, hitting $1.2 million in yearly revenue, attracting 250,000 users, and converting 4,000 of them into paying customers in just three years—all in a very crowded market and [...]

As Artificial Intelligence (AI) gains momentum, a diverse array of companies are seizing the opportunity to develop innovative AI-based products. Recently, I’ve had the privilege of discussing revenue models and monetization strategies with several of these organizations. While traditional pricing strategies are fundamentally relevant, AI products require careful consideration of [...]

When it comes to becoming true pricing champions, full pricing maturity does not come overnight. Companies must evolve through distinct stages to build a solid foundation and ultimately achieve mastery in pricing. Below are the four key levels of the Pricing Maturity Pyramid that organizations move through on their journey [...]

After looking at the lonely life of product managers, and why they are stretched between empowerment and accountability, in this second part of the episode Tanja Lau from Product Academy and Salva look deeper into the implications of salary in the life of product managers. From salary gaps to regional [...]

Though I don’t consider myself a professional podcaster, just somebody who likes to share quality content, one of the questions I’m frequently asked is, “What do you use to record your podcasts?” Here, I’ll share my personal toolkit that helps me produce quality podcasts, from recording to hosting, with a [...]

Start looking at Recurrent Revenue with the eyes of your customers to avoid Subscription Fatigue: 3 major readjustments emerging in the subscription landscape From streaming services to fitness apps, we willingly hand over our credit cards, lured by the promise of seamless access and ongoing value. But what happens when [...]

In this episode of Reasonable Product, Salva has invited Tanja Lau from Product Academy to explore the multi-dimensional challenges of product management.  They discuss the emotional and professional pressures unique to this role, including the complexities of accountability and strategic decision-making.  They look at the nuances of empowerment in the [...]

As history repeats itself, we enter 2024 witnessing massive layoffs in product departments and product companies. Global companies such as Google (”hundreds” headcounts cut), Twitch (500 headcounts cut), Duolingo (10% of contractors), Instagram (60 headcounts cut), Amazon (”hundreds” headcounts cut), Discord (170 headcounts cut) as well as within more niche [...]

Summary: This is the second episode of a special Podcast with Büşra, dedicated to leveling up Product Manager’s skills. Ready to unlock the potential of your product management? Tune in for a profound conversation with our guest, Büşra, who will guide us through the best frameworks that can empower product [...]

I know it might sound counterintuitive, but focusing on your competitors’ prices is the worst thing you can do to increase your revenue and margins. Stay with me, and I will show you the Double-Edged sword of pricing intelligence and how to use value-based pricing in red ocean markets. Focus [...]

One of the questions I hear most frequently is, “What should Product Managers do?” or “What is a part of a PM’s job/role?” or even “What are some must-have skills to become or grow as a PM?” Well, while the exact role may vary among different companies, there are some [...]

Summary: Ever thought of leveling up your product management game? In this conversation, Salva hosts Büşra, an experienced product manager, and product leadership coach, as they explore the multifaceted world of product management and leadership. Together, they unravel the challenges faced by aspiring and mid-to-senior level product managers and discuss [...]

Does larger packaging always imply a discount or a lower price per unit? Not necessarily! 👇 Read the (real) story of how a major Swiss retailer prices their Tuna fish cans. We are accustomed to instinctively believing that larger packages mean “paying less” (per unit). The basic idea is that [...]

So, Amazon Prime is increasing prices… again! But this time, they’re playing a digital version of “shrinkflation.” Pretty much every audio and video streaming service has seen their prices rise this year, with Netflix, Disney, and Spotify all announcing double-digit increases to their subscription fees in the last few months. [...]

Summary: In this episode of Reasonable Product, Salva has invited Marcel Schneider (Product Manager at Huggy Studio) to deep dive into the world of No-Code development and its pivotal role in product management. They explore how No-Code empowers product managers to rapidly bring their ideas to life, focusing on high-priority [...]

I hear people scared about “playing too often with pricing”, and others who see there an opportunity. Well, you’re all right! The right frequency largely hinges on the specific elements of pricing you’re looking to adjust. Here’s a breakdown: ✔ 𝐏𝐫𝐢𝐜𝐞 𝐏𝐨𝐢𝐧𝐭𝐬 📈: Adjusting your price points, can happen as often [...]

Have you already heard the clumsy excuse  “We don’t have any roadmaps, we’re agile!” 😯 ? Roadmaps are great companions for agility. Learn how to answer those who would like you to believe the opposite, or disguise a lack of planning as agility. ⛔ Beware – controversial thoughts below this [...]

In the ongoing trend of digital and streaming services adjusting their prices, it is now Disney+’s turn to make changes. This demonstrates how inflation impacts pricing differently in each industry: Disney+ serves as a prime example, having recently announced double-digit percentage increases. To understand these changes, I will be focusing [...]

Diving into an intriguing old McKinsey report on pricing ownership within organizations https://assets.kpmg.com/content/dam/kpmg/pdf/2016/06/unlocking-the-potential-of-pricing.pdf I couldn’t help but raise an eyebrow at some “notable missing” pieces in the puzzle 😯 . Back in 2016, the spotlight didn’t even touch the product realm! The debate was mainly between Marketing or Sales. That’s all! [...]

Shall companies display their prices online upfront or keep them hidden? Companies, in particular the digital ones, invest massively in making products “self-service” to reduce the need for salespeople’s during the purchase journey. At the same time, consumers demand instant information and transparency about the products and services they’re interested [...]

Why Discounted Annual Plans are bad for revenue and for retention, and move you away from Value-Based Pricing If you’re familiar with the SaaS market and online services, you’ve likely noticed the common practice of offering the same service at different price points based on the contract duration. To be [...]

If there is one common element in the way pricing is addressed by a multitude of companies, smaller or larger, is the fact that pricing is often addressed as a last-minute side detail (at best) or as a simple guess (at worst).  However, price is not only the money you [...]

Shall I get a product certification? Or a Product Management training/class? Which book do I have to read to become a good PM? 🤔 I get these questions every day, from PMs who are new to the job and from people who’ve been in the industry for some time, including [...]

Weighing the pros and cons of hiring a CPO at different phases of the company, and some practical alternatives if the timing isn’t quite right.  In two recent articles, I’ve covered the concept of Companies that “think product” and how a solid Chief Product Officer can go a long way [...]

I don’t believe that alignment is overrated but is absolutely true that alignment without understanding is counterproductive. You’d think you’re aligned, while in reality, everybody is pulling in a different direction. That’s why I usually force the understanding and clarity part, by pushing a comparative/trade-off approach. To take your example [...]

Pricing is not based on cost… not on management’s gut feeling This post originally appeared on Linkedin at https://www.linkedin.com/posts/jesperlhansson_bart-knows-activity-7050681190395105280-ux65

Has any salesperson (or CEO, …) told you “I know the customers’ needs very well because ONE customer told me that…” Why did this happen? There are many reasons, but certainly the “hype” we see lately in product management does not help to bring product teams closer to the rest [...]

For this new year starting, I wish to my fellow product folks out there: Did I miss anything? Feel free to add your wishes to the list with a comment! #productmanagement #work #product #comment #impact Originally published on Linkedin at https://www.linkedin.com/feed/update/urn%3Ali%3Ashare%3A7015667856600113153

I still see too many LinkedIn posts and so-called product frameworks telling what you can and cannot do in product organizations. In the years I’ve learned to be less dogmatic about tiles and about what makes “perfect product organizations. Who said that you can or cannot have PMs alongside POs? [...]

👉 Dear Product team, if you don’t take the time to do #productdiscovery and talk with your customers regularly, somebody in the C-suite (or sales) will do it for you.And will tell you exactly what to develop 😊 #productmanagement #productdesign #agile #forewarnedisforearmed #product Originally posted on Linkedin at https://www.linkedin.com/feed/update/urn%3Ali%3Ashare%3A7024304618658496512,

Is this an economic downturn? Or did we hire too much? When “Time to hire becomes the measure of success” companies kind of lose their North Star, get dazzled by a (wishful) perspective of growth, and stop looking rationally at building on the right foundation. Layoffs are a natural consequence. [...]

⚡ Here is a short outburst about PM credibility (with a concrete suggestion at the end 😎 ) ⚡ One of the dangerous things about #productmanagement , #ux and #design, is that it is that everybody feels the right to have an opinion about your product. Everybody “knows what you [...]

Working in a favorable environment, with an inspiring boss, and on a challenging product, are probably the main ingredients to progress in your product management career. If you cannot count on one or more of the 3 (actually, even if you can), a mentor can go a long way in [...]

Good product management can contribute a long way to making companies able to navigate the unknown, reducing business risk, being customer-centric, and ultimately generating (and collecting) more user value. I call companies that do so the companies that “think product” However, recent trends toward hyped buzzwords and Product Fundamentalism have [...]

We are already two weeks into spring and you’ve probably already dusted your apartment, moved winter sweaters into boxes, and got rid of old clothes and objects you won’t need anymore. But 𝗵𝗮𝘃𝗲 𝘆𝗼𝘂 𝗰𝗹𝗲𝗮𝗻𝗲𝗱 𝘂𝗽 𝘆𝗼𝘂𝗿 𝗽𝗿𝗼𝗱𝘂𝗰𝘁 𝘆𝗲𝘁? Some places to start looking for Product Debt: • A feature [...]

I usually like to summarize this with the famous quote from Eisenhower, “Plans are nothing; planning is everything” The goal of the roadmap is NOT to be exhaustive, extremely detailed, perfect, or rigid. Goal of the roadmap is to “force the thinking” (the planning), make the assumptions clear and evident [...]

Summary: In this Reasonable Product Interview, I had the pleasure of having Cliff des Ligneris talk about 2 sided marketplace. Cliff is Product Lead at GetYourGuide and has been running product at several marketplaces in the past including at Doodle, Car4You, and now at Get your Guide. We spoke about [...]

Summary: 2023 seems to be a special year for the Tech job market. Layoffs made the headlines already in January, and several companies have followed this trend since. But is it really so? Is the tech market stuck? What does it take in 2023 to be a great Product leader, [...]

After the recent announcements of Twitter (with Twitter Blue) and then Meta(with Facebook Verified) launching paid new paid plans, I can’t help noticing how these moves are like a bulldozer running on years of healthy “ #thinkingproduct practices. #byebye good product practices. Those who follow me know that #pricingstrategy and creating empowered product teams are [...]

Summary: In this episode, I had the chance to discuss with Alexandra Vera about being a Product Manager in different countries and cultures.  Alexandra Vera is Head of Product at Carfax, and was previously VP of Product at Autotrader Canada.  She has been living and working in Product functions in [...]

A quick guide for CEOs, business leaders, executive search professionals, and CPOs themselves to set expectations about Chief Product Officers right. In a recent article, I covered the concept of companies that “Think product” and why they’re in a better position than the average to create and capture value from [...]

A pragmatic and non-dogmatic approach to product management, that helps companies generate and capture more value from their users. Product management has popularized a set of principles that have greatly benefitted certain technology companies in terms of creating and capturing value from their users. These companies, which I call the [...]

Netflix is the market leader in streamed entertainment. Part of its success has been built thanks to a smooth experience, accessible prices, and billing flexibility (compared to pay-tv subscriptions). Exclusive content productions have come into play at a later stage, and have been material to acquire and retain subscribers to [...]

The majority of the measures we see in Product Management (#productmanagement) are flawed, and the better they look, the worse they (usually) are. Why is it so, and 4 easy checks to fix them. Whether setting up OKR, monitoring your “product health” or just running experiments, there are countless reasons [...]

A quick guide for Product Managers and Business people to get priorities right and avoid playing a lose-lose game Some expressions, jokes, and ways of working are part of company slang and just feel normal “corporate life”, doesn’t matter the company or industry you work for. One of those expressions [...]

A Tech & Product debt primer for business-oriented people (including PMs) There may be something in the air, but I see more and more “Technical Debt” becoming a common term also among non-technical people. Technical Debt (or Tech Debt) is nothing new and the concept that code can get “out [...]