Test chapter 1 (delete me): the first ten customers

When I opened the bakery in 2013 I priced everything by what I thought people would pay. That lasted two weeks.

The first ten customers taught me more than the business plan did. Three of them asked why the croissant cost less than the one across the street. Nobody asked why anything cost more.

So I raised prices by a third and nothing happened, except that I could finally pay the rent on time.

The lesson stayed with me through every product since: the price is part of the story you tell. A low one tells the wrong story.