01 — Pricing

How luxury and premium prices are set, defended, and destroyed. The densest cluster on the channel (7 videos).

Video	Focus
Why some high prices are accepted	The core theory — category, latitude of price acceptance
How to Charge Higher Prices (services)	Services / credence goods — stages, no breakdown, no discounts
Luxury Pricing Explained (£500 vs £499)	Full tactic tour — 9 named strategies
What Your Price Says About You	5 strategies, prescriptive — incl. two-part tariffs
Why Sophisticated Pricing Never Ends in a Seven	Charm pricing evidence; the 7-myth's origin
Discounting is a confidence problem	Why never to discount; reframing instead
BA charged me £45 to choose a seat	Surcharges and relational contracts

Topic syntheses in this folder:

price-acceptance-and-category.md — the unified theory of why a price is accepted
pricing-tactics-reference.md — every named tactic, with verdicts
discounting-and-fee-defence.md — protecting a price under pressure