Recently, I asked my friend Renee to help me test a new offer (What eventually became the Pricing Check-Up).” My plan was simple: I wanted her to walk through the process so I could spot any UX snags.

Because it was just a test, I wasn’t planning to charge anything. So in order to see how the process worked end-to-end, I set up a symbolic $1 price tag.

Immediately, Renee said:

“I would have paid you $20 for this.”

Now, quick math will tell you that’s 1,900% more than the price I had set. But here’s the important part: this isn’t a story about “I could have made 1,900% more.”

If you know me, you know I’m not in the business of wild multipliers. In fact, in my own brand strategy I have “anti-10xer” circled. That whole “10x your business in two weeks” overpromise culture? Nope. Not gonna find that here.

This wasn’t about hype. It was a lesson in how pricing really works.

What Pricing Feedback Actually Means

Here’s what I took away from Renee’s comment and why it matters:

• Pricing is feedback. When someone tells you they’d pay more, it’s not about the exact number. It’s data. It means your offer created more value in their mind than your price signaled.
  
• Pricing should be played with. Especially early on, don’t treat your price like it’s carved in granite. Try things. Move the dial up and down. Watch how people respond.
  
• Pricing should be talked about. Too many business owners keep their prices hidden away out of fear. But when you bring pricing into conversation, you get better insights and grow more confident.
  
• Ask better questions. Instead of just, “What should I charge?” try:
  
  • What would make this feel like a no-brainer for my client?
  • At what price would I feel excited, not resentful, delivering this?
  • What would help me learn the most right now?

Treat Pricing Like an Experiment

The trap most people fall into is thinking they have to “get pricing right” the first time. But the truth is, pricing is a design process.

You test. You learn. You adjust.

Sometimes you’ll undershoot, sometimes you’ll overshoot, but every round gives you better intel about how your clients perceive value.

So no, I didn’t “lose out” on a 1,900% gain. That was never the point.

The point is: pricing isn’t static. It’s something to play with, talk about, and refine.And sometimes, like in my case, it takes a friend saying “This should be a story” to remind you that pricing is less about perfection and more about practice.