Price anchoring shapes the conversation

If you have options on the table, let's say if you have a good, better, best, if you're a hundred K product, a 200K and a 300K option, then you're not just talking price, you're talking value.

Enterprise companies are very used to a land, when I say the first initial contract, somewhat between 75K and 150K, very used to that.

What we found was actually it was very different than what we had assumed. They weren't earning any more than the average Tinder user. They just had a much more intense use case. They wanted to meet someone. And what they were framing the cost of Tinder on was not the cost of other subscriptions. They were framing it on the cost of dating.