Column · when to raise
You can predict the work. When a delivery stops surprising you — when you can estimate the hours, anticipate the questions, and name the failure modes before they happen — the price is compensating for uncertainty that no longer exists.
When people hesitate at the price but cannot articulate what is missing. That is a clarity problem, and raising the price makes it worse by increasing the cost of being confused.
Raise for new buyers first. Keep existing terms for a defined period and say so plainly. The goodwill of a stated boundary is worth more than the revenue from a silent increase.
Conversion rate, not revenue. If revenue rises while conversion collapses, you have found a smaller and more expensive audience, and you have narrowed the entrance.
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