Most founders don’t have a pricing problem — they have a value problem

Most founders don’t have a pricing problem. They have a value problem.

I used to blame the numbers when deals stalled.
Then I noticed buyers weren’t saying “too expensive.”
They were saying “I don’t get why this matters.”

For example, if your demo sounds useful but not urgent, you’ve already lost the room.

Where do you think pricing really breaks: before the call, during the demo, or in follow-up?