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July 11, 2023 | Tom Ballard

Pricing is painful

A recent column from entrepreneur Joe Procopio is titled "How Your Start-up Leaves Money on the Table."

Joe Procopio, Chief Product Officer at Get Spiffy and Founder of, writes a good deal as regular readers of know. He’s a contributor to WRAL TechWire and also has his own site –

One of his latest columns is titled “How Your Start-up Leaves Money on the Table.” In a first cousin to the customer discovery process, Procopio writes: “What problem are you solving? How painful is it? How much would someone pay to solve it, flawlessly and quickly?”

He advises, “Don’t answer these questions from the perspective of your own shoes but from your customer’s shoes. If you don’t know, ask them. Just take their answers with a grain of salt, because they’ll likely try to get you to underprice, too.”


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