MOVING UP MARKET
"Equipping yourself to be confident in your pricing"
with Antoinette Louis, founder of the high-end business partners collective Antoinette et plus
Over coffee and sharp insights, we discussed desirable frugality with Antoinette Louis. Doing less but better. Choosing value over volume. Daring to be radical in positioning choices.
Moving upmarket isn't just about increasing prices. It's about choosing a value strategy over a volume one, clarifying perceived value versus actual value, injecting tangible elements into the product; features, finish, attention to detail. Cultivating brand equity, narrative, and customer consistency. And above all, equipping oneself to be confident in one's pricing.
What we take away? Learn to identify the hierarchy of disruptors, what creates blur, stress, or strategic deviation around you. It's not always a lack of competence; sometimes, it's just too much noise around.