If you want to justifiably charge more, you need to demonstrate how you’ve added value for your customers. You could increase value in a tangible way e.g. making your product with higher quality materials OR you could increase the ‘perceived value’ of what you offer. Rory Sutherland says that increasing the ‘perceived value’ can be just as effective as increasing the tangible value. A higher perceived value = people are willing to pay more. In this episode, you’ll find out exactly how to implement all of the above (plus some amazing examples).