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How to lower barriers to change when building and selling products — Jonah Berger’s advice for founders

In Depth

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What Kinds of Advice Do You Have for People Who Are Negotiating Over Price?

Jonah Zuckerman: I want to sell you this piece of software for $100 and the person wants to pay $50. There are a lot of ways to think about negotiating over price that can be valuable, he says. He offers his advice on how people should approach those kind of conversations with their customers or potential hires.Zuckerman: The best strategy is all about allowing people back some sense of agency by giving them choices.

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