Most startups postpone pricing decisions until after the product is developed. They HOPE they can make money rather than KNOW they will at the outset. In this Lesson of Greatness, pricing guru Madhavan Ramanujam shows us that without a price, you literally don't have a product. Therefore, we should follow some of the best practices aligned with having the willingness to pay discussion early and in the most effective ways.Check out the new Pattern Breakers Blog at patternbreakers.substack.com for even more Pattern Breaking content from Mike.   Mike's new book Pattern Breakers is available now wherever you buy books.