High top-line revenue is a vanity metric if it doesn't translate to profit. By setting a high margin target (e.g., 80%+) and enforcing it through pricing and cost management, you ensure the business is sane and profitable, not just busy.

While international markets have more volatility and lower trust, their biggest advantage is inefficiency. Many basic services are underdeveloped, creating enormous 'low-hanging fruit' opportunities. Providing a great, reliable service in a market where few things work well can create immense and durable value.

Brands should be transparent about price increases due to external factors like tariffs. Unlike airlines that permanently added fees, businesses that remove surcharges when costs decrease build long-term trust and avoid commoditization.

Comfort strategically adjusts prices based on stock availability, not just demand. For fast-selling items, they increase the price to slow sales velocity, ensuring they stay in stock longer and avoid disappointing customers. This prioritizes long-term stability over short-term sales volume.

In environments plagued by counterfeits, like Nigeria's pharmaceutical market, product value isn't just about price or convenience. A core, defensible feature is guaranteeing authenticity. This requires solving complex supply chain and tracking problems, which in turn builds a critical moat against competitors.

After a disastrous London launch was shut down in 72 hours for bypassing regulators, Bolt learned a critical lesson. Their 'move fast' approach from low-regulation markets didn't work everywhere. This failure forced them to create a dual strategy: optimizing for speed in some countries and for risk mitigation and compliance in others.

The Netherlands was an ideal starting market due to high construction density (short travel to pilot sites) and a single, nationwide building code. This homogeneity simplified product development and testing, unlike fragmented markets like the US or Germany, accelerating learning loops.

Contrary to the common advice to 'just raise your prices,' you should first increase client volume until your delivery system is strained. This process proves your product's value and operational scalability, giving you the confidence and justification to command higher prices.

When larger competitors launched "Thousand Killer" copycat products, the founder resisted competing on price or features. Instead, she doubled down on deep customer insights and brand differentiation, moving further away from the competition. This proved more effective than engaging in a feature or price war, reinforcing their market position.