Buffer

Buffer stayed a company for small customers instead of selling upmarket. Buffer could have raised prices and sold to larger companies, but it decided it is a company for the little people and chose not to sell to big companies. Jason Cohen uses this as an example of culture setting a limit on how far pricing can move.

Cohen's warning is that higher prices bring new buyers with new demands such as SOC 2, governance, integrations and professional services. Differentiation may only matter in your current market, and your culture may not fit larger customers. Quote: "pricing is not this knob that you can turn separately from the rest of your strategy."

Lenny's Podcast▶ 50:18