Founders often feel guilty about raising prices. Reframe this: sustainable profit margins are what allow your business to survive and continue serving customers. Without profitability, the business fails and everyone loses. It's a matter of ensuring longevity, not greed.

People focus on TSMC's leading-edge tech, but its key differentiator is customer service. The company actively partners with clients, running experiments at its own cost to help them improve yields. This collaborative approach is a powerful, often overlooked, competitive advantage.

Jason Cohen of WP Engine argues founders should deeply understand conventional wisdom (e.g., 'always raise prices') so they can recognize the rare, strategic moments when breaking those rules, as Buffer did by lowering prices, is the correct move for their specific customers.

Despite its near-monopoly on leading-edge chips, TSMC maintains its dominance partly by not charging exorbitant prices. This conservative, long-term strategy makes it economically unattractive for new competitors to enter the market, thus protecting TSMC's position more effectively than maximizing short-term profit would.

As the dominant chip foundry, TSMC acts as a "kingmaker" by methodically managing its capacity expansion to ensure supply always lags explosive demand. According to Semi Analysis, this strategy is intentional, as there's no incentive to "let the market go out over its skis," which maintains high prices and benefits overflow competitors like Intel.

Pricing power allows a brand to raise prices without losing customers, effectively fighting the economic principle that demand falls as price rises. This is achieved by creating a brand perception so strong that consumers believe there is no viable substitute.

Public companies, beholden to quarterly earnings, often behave like "psychopaths," optimizing for short-term metrics at the expense of customer relationships. In contrast, founder-led or family-owned firms can invest in long-term customer value, leading to more sustainable success.

The naive view is that lower prices are always better for customers. However, higher prices generate higher margins, which can be reinvested into R&D. This allows the vendor to improve the product much faster, ultimately delivering more value and making the customer better off than with a cheaper, stagnant product.

Many subscription companies employ a "penetration strategy," pricing below cost to attract a large user base. Once loyalty is established, they leverage their pricing power to increase profits, shifting focus from pure growth to appeasing shareholders who now demand profitability.