What does, "it's too expensive," mean?

Seth Godin on the value, cost and affordability of your product:

Often, it actually means, "it's not worth it." This is a totally different analysis, of course. Lots of things aren't worth it, at least to you, right now. I think it's safe to assume that when you hear a potential customer say, "it's too expensive," what you're really hearing is something quite specific. A $400 bottle of water is too expensive to just about everyone, even to people with more than $500 in the bank. They have the cash, but they sure don't want to spend it, not on something they think is worth less than it costs.

Not everyone will value your offering the same, so if you wait for no one to say, "it's too expensive" before you go to market, you will never go to market. The challenge isn't in pleasing everyone, it's in finding the few who see the value (and thus the bargain) in what's on offer.

 

The Week's Links: April 4, 2014

All the links posted on social networks this week: 

  • The Fascinating Neuroscience Of Color http://owl.li/v6dSl
  • ◉ The Design That Conquered Google http://owl.li/vaDei
  • The 24-Hour Trap: Rethinking Daily Habits http://owl.li/v8xDJ
  • Writers on How They Deal With Criticism http://owl.li/v6ecf
  • Daft Punk’s “Get Lucky,” explained using music theory. http://owl.li/v8Hrh
  • Monty Python's Gilliam on Reddit: I'm Terry Gilliam. I don't care what you ask me. : IAmA http://owl.li/vaAny
  • Your 5-Minute Guide To UX From Squarespace and MailChimp http://owl.li/vaAFU
  • Teleporter: Teleports you to a random location on the planet each time you click the Teleport button. http://owl.li/vaA3r
  • Beautiful: Holi 2014- The Festival of Colors http://owl.li/vaAHG
  • 25 Iconic Historical Documents for Sale- The Raab Collection http://owl.li/vaA7C
  • Terrifying tale about automation and the web: The Afterlife of Pia Farrenkopf http://owl.li/vaBdR
  • Harvard's Free Computer Science Course Teaches You to Code in 12 Weeks owl.li/v8byO
  • ◉ Recommended: Make Good Art By Neil Gaiman owl.li/vbwrp
  • ◉ Creating a Culture of Quality - smartercreativity.com/blog/2014/4/1/…
  • Neurosurgeons successfully implant 3D printed skull (Wired UK) owl.li/v6dJa
  • Books that traveled the world via interlibrary loan in the 20th century are safeguarded locally in the Internet age. owl.li/volh9
  • Wikipedia To Redesign Across More Than 32 Million Pages owl.li/v8bmZ
  • History of the hashtag owl.li/v6dGb
  • Charities? Not in Manhattan: Non-profits Disappear from the City owl.li/v8b4Z
  • Don’t Use “Pants” for “Pantaloons”: 19 Surprising Rules Copyeditors Used to Enforce owl.li/v8axQ
  • Scientists Use Artistic Sunsets as Time Capsules of Climate Change owl.li/v6bXp
  • The Curiosity Gap Is Closing, Says Upworthy owl.li/v61tk
  • A Toothpaste Tube That Gets Every Last Bit Out owl.li/v6bWF
  • ◉ How to Spot a Weak Argument owl.li/vaDdi
  • Sleep Your Way to Creativity And 9 More Proven Methods For More Ideas owl.li/v61nU
  • Here’s What It Was Like to Discover Laughing Gas owl.li/v6bUb
  • ◉ Recommended: Manage Your Day-to-Day: Build Your Routine, Find Your Focus, and Sharpen Your Creative Mind owl.li/vbwo9
  • ◉ Allison Johnson: On Apple & The Difference Between Marketing And Selling - smartercreativity.com/blog/2014/4/1/…
  • This 5-Step Mental Workout Will Make You Smarter owl.li/v5ZHD
  • So great: Cataloging Creativity- Ferran Adrià Showcases 7 Years Of Culinary Art And Science owl.li/v65VX
  • Productivity 101: A Primer to the Getting Things Done (GTD) Philosophy owl.li/v5Zbg
  • An Amazing Poster Of The Empire State Building Made Using Bike Tire Tracks owl.li/v657N
  • Self-Promotion for Professionals from Countries Where Bragging Is Bad owl.li/v64Do
  • Big Data handling: how to make a giant oil spill map the hard way owl.li/v5Ysj
  • Writing and the Creative Life: 18 Things Highly Creative People Do Differently owl.li/v1o8s
  • Inside the algorithms that are predicting the future owl.li/v2WaG
  • ◉ It Is in Our Nature to Need Stories owl.li/vaDck
  • Watch Six TED-Style Lectures from Top Harvard Profs Presented at Harvard Thinks Big 5 owl.li/v1o49
  • How Researchers Are Using Fiction to Make Their Reports Accessible to the Public owl.li/v1rUR
  • ◉ Recommended: Daily Rituals: How Artists Work owl.li/vbwjQ
  • ◉ The Metaness Of "This Is A Generic Video" - smartercreativity.com/blog/2014/3/30…
  • Urban Gardner: A Choreographer's Palette - The Process Behind Creating a Dance owl.li/uWXZW
  • How Gmail Happened: The Inside Story of Its Launch 10 Years Ago Today owl.li/vhJet
  • Pixar: The math behind the movies - Tony DeRose owl.li/v1rSt
  • Slide Rule is a free resource to find online courses owl.li/vhIov
  • United Nations uses iBeacons to simulate a minefield & raise awareness at NY museum owl.li/vhIVR
  • Does The Death Of An Instrument Break Your Heart? owl.li/uWWrl
  • Building The Next Pixar owl.li/v1rpM
  • What Does a $45 Million Viola Sound Like? Violinist David Aaron Carpenter Gives You a Preview owl.li/v1ooy
  • Students learning English benefit more in two-language instructional programs than English immersion, Stanford research finds...
  • Lack Of Sleep Kills Brain Cells, New Study Shows owl.li/uSlxn
  • 20 photos that define ‘American Cool’ owl.li/uTjn7
  • ◉ Creative People Say No owl.li/vaD8y
  • Archaeologists Had Forgotten About Nine of the Dead Sea Scrolls owl.li/uJcN2
  • Food obsessives: the people searching for the perfect cheese, bread and coffee owl.li/uTjhh
  • ◉ Recommended: Don't Go Back to School: A Handbook for Learning Anything By Kio Stark owl.li/vbweZ
  • Vocabulary.com Launches A Positively Addictive App For Aspiring Wordsmiths owl.li/uJ5lU
  • ◉ James Beard Foundation Launches JBF Kitchen Cam Tonight - smartercreativity.com/blog/2014/3/30…
  • What Emotion Goes Viral the Fastest? owl.li/uSogr
  • This Former Salt Mine Is Now a Theme Park With a Ferris Wheel owl.li/uJ4hq
  • Upgrade your brain: Programming resources for coding newbies owl.li/uSodm
  • Sculpt Sound With Gestures, Using Imogen Heap's $2,000 Gloves owl.li/uSlAG
  • David Lynch Explains How Meditation Enhances Our Creativity owl.li/uWVz6
  • Zuckerberg, Musk and Kutcher Invest In Artificial Intelligence Firm owl.li/uVuS9
  • New Views of the Brain [Slide Show] - Scientific American owl.li/uWE05
  • IBM can find you using non-geotagged tweets (Wired UK) owl.li/uVuOB
  • Nasa reveals the clearest panorama of the Milky Way ever made owl.li/uVv36
  • Read 18 Short Stories From Nobel Prize-Winning Writer Alice Munro Free Online owl.li/uVuJO
  • Unearthed: Wieden+Kennedy's first ever TV ads for Nike owl.li/uVv2y
  • The New York Public Library will now recommend similar books when searching owl.li/uVut7
  • Ideo's Sandy Speicher Reimagines Education in Peru owl.li/uVuYz
  • 10 Questions for Elon Musk owl.li/uVuTE
  • ◉ Made by Hand: The Bike Maker owl.li/vaDlR
  • You’re Not As Busy As You Say You Are owl.li/uVurE
  • Watch Ford's Righteous Rejoinder To That Smug Cadillac Ad That Everyone Hates owl.li/varkY
  • 13 Ice Cream Secrets From Ben & Jerry's Flavor Gurus owl.li/uTlXs
  • Seth Godin on What Marketers Are Getting Wrong owl.li/uVuot
  • Marketing the Moon: How NASA Sold Space to Earth owl.li/uJ4eG
  • This Is What a Facial-Detection Algorithm Looks Like in 3D owl.li/uVugc
  • The Fantastical World Of A Legendary Disney Art Director owl.li/uJ48U
  • What The Inventor Of The Internet Hopes It Will Become owl.li/uVuaw
  • Imaginative Posters That Show Readers ‘Living’ A Double Life Through Books owl.li/uIAll
  • Massive Paper Installation Feels Like You're Walking Inside a 3D Painting owl.li/uVst1
  • When Vanilla Was Brown And How We Came To See It As White owl.li/uTm1z
  • Famous Bands Recreated in LEGO owl.li/uNB5v
  • What Engineers At Facebook, Pinterest, Snapchat, Airbnb, And Spotify Listen To While Coding owl.li/uSaxk
  • ◉ How To Be Gracious, And Why owl.li/ubJXH
  • Julia Child Shows How to Edit Videotape with a Meat Cleaver, and Cook Meat with a Blow Torch owl.li/v83P1
  • The Free Marketing Gravy Train Is Over on Facebook owl.li/uSacS
  • ◉ Recommended: Social Physics: How Good Ideas Spread - smartercreativity.com/recommendation…
  • ◉ The Week's Links: March 28, 2014 - smartercreativity.com/blog/2014/3/27…
  • Why You Need a Daily Prioritization Meeting owl.li/uIzzr
  • Drift: Rands in Repose "It's hard for me to focus because there is much interesting in the world to discover." owl.li/uS5EL
  • Telling stories about screens for screens owl.li/uIzqV
  • Listen to Orson Welles' Classic Radio Performance of 10 Shakespeare Plays owl.li/uS4HK
  • Read All of Shakespeare's Plays Free Online, Courtesy of the Folger Shakespeare Library owl.li/uS24G