Was re-reading Tim Ferris’ 4-hour work week on Blinkist (I love this app) where I highlighted

“Also, the people willing to pay a higher price are often those who are the least likely to cause trouble, complain or return your products. If they buy premium, they probably don’t have to watch every penny, so even if a product doesn’t meet their expectations they probably won’t bother returning it.”

This part holds so much truth and you’ll realize it if you have ever tried to sell anything. Charging premium not only allows you to make a lot of money but also to serve your clients better. Think about it. You get $100 where other services are charging $50 but for those extra $50 you provide a first class customer service or great return time or whatever your USP is. People will pay premium for that kind of attention. And you need those extra $50 to provide that kind of attention.

If you ask me it’s a vicious circle. But one where you can make $$$s