Journal · Pricing
Writing on how to price B2B software.
Where a price comes from, how to structure tiers that expand, what to charge when inference costs move under you, and how to justify a number before the product can prove itself.
4 pieces · most recent Oct 2025 · across 2 sectors
A founder's playbook for changing your pricing without losing customers
Moving customers off legacy pricing: three grandfathering options, how to communicate the change, and the internal alignment that has to come first.
How to structure good-better-best pricing tiers that drive expansion revenue
Give each pricing tier a job, build value fences with jobs-to-be-done, and design an upgrade path customers take as they grow.
The modern AI pricing dilemma
How to price a generative AI product when inference costs vary with use and the underlying models keep getting cheaper every few months.
A quantum founder's guide to justifying enterprise value before advantage
Two ways to make an early quantum partnership legible to a finance team: frame the fee as an option premium, and cost it against building the team in-house.
Pricing is one of the four areas we work on.
In an engagement this is not a reading list: the diagnostic asks where your price came from, whether it has ever been tested against what a buyer saves, and what the margin per customer is once delivery is counted.
How we work on pricing