Pricing Uncertainty Principle: all prices are arbitrary and malleable. Pricing is always an executive decision. If you want to try to sell a small rock for $350 million, you can. If you want to quadruple that price or reduce it to $0.10 an hour later, there’s absolutely nothing stopping you. Any price can be set to any level at any time, without limitation. The Pricing Uncertainty Principle has an important corollary: you must be able to support your asking price before a customer will actually accept it. In general, people prefer to pay as little as possible to acquire the things they want
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