The most common form of humility among founders tends to show up around pricing. "I don't dare charge too much — I'm afraid of scaring customers away." "I'll price it close to what competitors charge and adjust later." We hear these two sentences from founders all the time. Yet it is precisely this kind of "humility" that is quietly eroding a company's competitive edge. Pricing is a weapon you use almost every day — and almost never design with intention. It determines what k