Source: Seth's Blog
Seth Godin's take on the commodity trap: pricing power doesn't come from justifying your absolute cost structure, but from narrating *why you're worth more than the alternative*. This reframes how founders should compete—not by underpricing or explaining production expenses, but by making the gap between themselves and the next option feel like a gap between categories. The brands that own pricing in crowded markets aren't the cheapest or most transparent about costs; they're the ones that made customers feel the difference matters.