The difference between a customer who refers your product and one who merely renews it is not satisfaction. It is whether the product created a moment specific and valuable enough that they can describe it to someone else in a single sentence. Referral requires a story. Renewal does not.
Most SaaS pricing pages are designed around what founders believe the product is worth rather than how buyers actually make decisions. The result is pricing that satisfies the founder and confuses the customer. Pricing is a buyer decision tool, not a founder value statement.
Category creation as a go-to-market strategy is only viable when the existing category is actively failing the customer. Positioning as a new category when an existing one is working is not differentiation — it is confusion that makes the buyer’s decision harder, not easier.
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Build trust from day one — especially if you’re launching in or targeting the EU.
