On the grind

As a self-confessed coffee snob, I've amassed an assortment of coffee paraphernalia over the past couple of years.

I've got all manner of funnels, filters, presses, and pots.

I used to, anyway.

Unfortunately, I didn't know all my favourite coffee shops would be closing down for an unknown period of time, and I made the bad decision to throw away the majority of the kit that had been sat in the cupboard, gathering dust.

The good news?

I've kept hold of my faithful cafetière.

It's been working hard the past few weeks.

Turning ground coffee and hot water into the fuel needed to get me through some long days of countless zoom calls.

I've done my best to take care of him too.

Washing him out after every use.

Giving him enough time to dry, before he makes another batch of caffeinated goodness.

Sadly, my efforts weren't enough.

The strain of keeping me going has proven too much.

I hopped onto Amazon earlier to buy a replacement, and was shocked to discover a half-decent one was going to set me back ￡30.

It's not often that, as adults, we have zero idea about the price of something.

Kids, on the other hand, often don't have a clue.

Ask a 7-year old how much a flight to Jamaica will cost, and you'll probably field guesses ranging between 10 pence, and a "gazillion" pounds.

The majority of our preconceived notions about price are based on our experience.

We see something we could buy, we see the price, we make a mental note of it.

But with that, comes the belief that a higher price denotes higher quality.

Stick a ￡10 watch next to a ￡10,000 watch, and we instantly assume the more expensive option is the superior one.

That's why there's little sense in slashing your prices when trying to attract customers.

Rock bottom prices rarely scream 'great quality' to your prospects.

After all, you get what you pay for.

So instead of discounting, consider how you can add value.

Doing so will enable you to create desire and scarcity - without lowering your prices.

Stay safe.