Empathy: Trying to feel the way others feel. Abandoning your comfortable, familiar worldview to imagine how it's like to be in someone else's shoes.

When you decide to make no change, you choose to sell to everyone and compete with countless low-impact, low-margin competitors. That's a very frustrating position at the bottom of the pyramid where most businesses are fighting to get noticed by clients.

You can use pricing to send messages to your audience. Messages about who you want (and don’t want) to serve. Messages about the value you promise to deliver.