What does your price really say about your product? In this episode, behavioral economist and pricing expert Etinosa Agbonlahor (Founder of Decision Alpha) joins James to unpack the science behind how people perceive value—and what most businesses get wrong about pricing.

Together they explore:

•Why pricing signals trust, quality, and perceived value

•The psychology behind $9.99 vs $10—and how it changes buyer behavior

•When startups should actually start thinking about monetization

•Freemium traps, tiered pricing strategy, and pricing for services vs products

•How small businesses underestimate hidden costs—and how better pricing fixes that

•Real-life procurement and supply chain insights from both sides of the conversation

Whether you’re building a SaaS platform, managing procurement, or launching your first offer—this episode will change how you think about pricing.

🔗 Get the free pricing playbook from Etinosa’s team: https://decisionalpha.co