Two things you know but don’t do

1. treat different products differently
2. treat different customers differently

1. why doesn’t fresh fish cost more than the same fish a day later? bowling a few cents less when it’s not so crowded? movie tickets more on the day a movie debuts? why don’t computers with a three-year obsolence cycle have predictable pricing that starts high and gets near cheap just before the new upgrades?

2. why do all of your customers pay the same price when they buy the same product?

There are a million reasons to keep things the way they were before it was easy to change them. And yes, we used to do things in a clumsy way, last minute discounts and early bird specials. But now that it is easy to change things all the time, have you tried?