How to Segment Your Customers

Companies will always ask, how do I know what my customers are willing to pay? And sort of we talk about in the book, it's a negotiation. If you start low, the customers aren't never going to say, "You know what, I'm willing to pay a little bit more for that" In economics, we call this price discrimination, and it's so... Who likes discrimination really, day to day? The good example is dogma, dog care, which is a good example.