Mark and Jesse reminisce about the early days of YNAB, and a conversation over lunch in which Mark gave Jesse (what he thought was) sage advice -- to raise prices. Genius right? Jesse recounts how they raised prices in the earliest incarnations of YNAB's product, from spreadsheets to software to software-as-a-service. He also candidly breaks down a price increase that was poorly communicated to the YNAB team and to customers, and which tarnished the brand for a time.   Meanwhile, Mark kicks around the idea of lowering prices in his business!   Mark Butler The Money School: https://moneyschool.works https://markbutler.com https://letsdothebooks.com   YNAB https://www.youneedabudget.com

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