The Strategy and Tactics of Pricing

A textbook, priced like one, and still the single most directly profitable thing on this shelf. The core argument is that most businesses price by taking their cost and adding a margin, which is backwards, because your cost has nothing to do with what the thing is worth to the person buying it.

You price against the value delivered and against what they would otherwise have to do, then go find out whether you can build it for less than that. Add up a high-end cabin, a premium side-by-side rented for several days, private guides, and feeding a group the traditional way, and you spend more than $2,000 a night and you inherit all the planning. I did not get to our price from our costs. I got to it from their alternative and then had to go build an operation that could deliver it, which took two years and nearly did not work.