The Briefing on Pricing — Quiz
The Briefing on Pricing — Week 7

Do you know what to charge — and why?

7 questions. Test the research. Then apply it to what Moon Rescue is worth.

Question 1 of 7 Score: 0 / 5
Question 1 — Knowledge

Research on pricing psychology consistently shows that when buyers don’t have detailed information about a product, they use price to infer something specific. What do they infer?

A
How much the product costs to make
B
Quality — higher price signals higher quality, even before experiencing the product
C
How popular the product is with other buyers
D
How long the product took to create
Question 2 — Knowledge

The anchoring effect in pricing says that the first number a customer sees becomes the reference point for everything that follows. What does this mean in practice for how you should price Moon Rescue?

A
Start with your lowest price to show you’re accessible, then raise it once you have reviews
B
Match competitors’ prices so customers have a familiar reference point
C
Set your opening price higher than feels comfortable — it becomes the ceiling of what people believe you’re worth
D
Offer a discounted launch price, then return to full price after the launch period
Question 3 — Knowledge

Cost-based pricing charges based on what something costs to produce. Value-based pricing charges based on something else. What?

A
What competitors are charging for similar products
B
What the market will bear at maximum volume
C
The outcome or transformation the product creates for the customer
D
The hourly rate of the time invested in creating it
Question 4 — Knowledge

Research on discounting consistently finds a specific problem with brands that regularly offer sales or promotional pricing. What does discounting train customers to do?

A
Feel more loyal to the brand because they got a deal
B
Wait for the next sale rather than buying at full price — because the discount becomes the expected price
C
Buy more frequently because they associate the brand with value
D
Recommend the brand to others who also want a deal
Question 5 — Application

You’re about to price Moon Rescue’s first product. You’re nervous the price feels too high. Which response best applies what you’ve learned?

A
Drop the price until you feel confident it won’t be rejected — then raise it gradually once you have customers
B
Price it at what competitors charge so you know the market will accept it
C
Name the price that reflects the outcome you’re delivering — and hold it. The discomfort is the signal you’ve priced correctly, not incorrectly
D
Offer a ‘founding member’ discount to early customers, with a clear plan to raise prices once you have 20 reviews
Question 6 — Reflection

Think about Moon Rescue’s first product or service. What is the specific outcome or transformation it creates for the person who buys it? Describe it in terms of how their life or situation changes — not what the product is.

This is the foundation of value-based pricing. Take a minute.

Question 7 — Commitment

Write down the price you’ve been considering for Moon Rescue’s first offer. Then write the price that feels 20% too high. Which one actually reflects the outcome you described in the last question?

Say the higher number out loud. Notice what happens. That’s the work.

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Three things to carry into your pricing conversation

  • Price is a signal before it’s a number. The first thing your price communicates is whether Moon Rescue is serious. Set it accordingly — then stand behind it.
  • Charge for the outcome, not the product. Whatever you wrote in Question 6 — that transformation — is what you’re actually selling. Price it relative to the value of that change, not the cost of producing it.
  • Discomfort is the signal you’ve priced correctly. If naming your price feels completely comfortable, it’s probably too low. The right price should feel slightly bold. Hold it anyway.

Next week: The Briefing on Productivity — because once the price is right, the work has to match it.