Making people pay and targeting nonconsumption

Making people pay
Start time: 0:35
Giving something away for free is fine as a step one as long as it leads to a step two where you charge for your product. Pick a price that seems fair to you and that you’d be willing to pay. If you’re not willing to pay for your own product, don’t expect anyone else to either. Also, your price tiers need to make sense relative to each other. The price of Haystack changed at the last minute. Changing prices post-launch can cause real headaches.

Targeting nonconsumption
Start time: 13:38
Instead of stealing part of an existing market, create a new one. Invent your own category by fusing things together and/or looking at what people are really trying to achieve and solving that.

http://37signals.com/svn/posts/2032-podcast-episode-3-making-people-pay-and-targeting-nonconsumption