Most teams treat a price increase like a thermostat. Everyone's a degree too low, so nudge the whole building up a few points and hope nobody complains. That's the version that gets you churn, because you've just charged 100% of your customers to solve a problem maybe 20% of them created — and the 80% who were never underpriced are the ones most likely to flinch.

A real price increase isn't a nudge. It's value capture. Somewhere in your product there's incremental value you're delivering and not charging for — a new capability, a workload that's quietly 10x'd, an outcome the customer now depends on. The question is never "can we charge more." It's "where have we delivered more, and to whom." Find that, and the raise writes itself.

The one place this breaks down: when the product is genuinely commoditized. If you sell undifferentiated infrastructure metrics and the buyer can get the same thing for less next door, no spreadsheet saves you. You need a clear, defensible line from what you do to value the customer can feel. No incremental value, no raise. But most products clear that bar and never act on it.

You're not raising prices. You're catching up to the value you already shipped.

You have 100 accounts paying $50K each. That's $5M in ARR. The board wants more, so the instinct is a 20% raise across the board: +$1M, applied to all 100 logos at once. Clean on a slide. In the field it means a hundred uncomfortable conversations, and the first time one of your weaker accounts uses it as an excuse to leave, sales stops defending the number.

Now rank those same 100 accounts by the dollar value your product drives for each one. The picture is never flat. The top 20 are getting 10x the value the bottom 80 are — the workload runs their business, and what they pay you is a rounding error against what it earns or saves them. The bottom 80 are using you lightly and paying roughly what it's worth.

So don't touch the 80. Raise the 20. Move them from $50K to somewhere between $150K and $250K — 3 to 5x — because even at $250K you're capturing a fraction of the value they're pulling. That's the same $1M you were chasing, or more, with the increase concentrated in exactly the accounts that can least afford to walk away from you. You didn't spread the risk across the base. You put it where the switching cost is highest.

The canonical "the churn won't come" case. Netflix has raised its standard plan again and again — from single digits a decade ago to the high teens today — and the subscriber base kept climbing past 300 million. Every hike triggers a wave of "cancel Netflix" posts and almost none of the cancellations. The lesson isn't that price doesn't matter. It's that when the value is real and embedded, the threat to leave is louder than the leaving.

In 2022 Microsoft raised commercial Office 365 prices for the first time in roughly a decade. They didn't just send an invoice for more — they pointed at everything added since launch (Teams, new apps, security and AI tooling) and framed the increase as catching the price up to a product that had quietly tripled in scope. That's value capture with the receipt attached.

Adobe raises Creative Cloud on a near-routine cadence, and each step is tied to capability — new tools, then generative AI baked into the suite. Because the increases track real additions to the product, they've held up against a base that has loud, public alternatives. Predictable, defensible, value-anchored.

Same move, run backwards. 1Password went years without touching pricing, then pushed through a steep increase — up to roughly a third more on annual plans in its 2026 round. The problem wasn't the number. It was the justification. The message to customers leaned on how long it had been and how hard it is to raise prices, as if the right response was gratitude. That's the increase framed entirely from the seller's side of the table.

Flip it and the whole thing works. Lead with the value — what customers are getting now, what's coming next — and the raise has a reason a buyer can actually weigh. Even better: framing it that way turns a price email into a feedback loop. If a customer reads the value and says "I'm not using any of that," that's a gift. Now you can do something about it — help them adopt it, or hand back a refund — instead of finding out at renewal that they quietly left. (And if you raise, plug the holes: 1Password reportedly let customers cancel and re-sign-up at the old price, which tells your most engaged users that the number was never real.)

Three ways to do it right, one way to do it wrong — and the difference is always whose side of the table the reason comes from. Here's how to run it yourself.

STEP 1/ Run the numbers — to what, and why

Pick the new price and the reason in the same breath. Not "what can we get away with" but "what value have we delivered, and what share of it are we capturing." Anchor the number to the customer's economics — the cost you take out, the revenue you drive, the workload they can't run without you — not to your own cost line. If you can't write the "why" in one sentence a customer would nod at, you don't have a raise yet, you have a hope.

STEP 2/ Build the defense before you send the email

This is the step everyone skips, and it's the one that decides whether the raise survives contact with a customer. The pricing lives in a spreadsheet. The increase gets delivered by an account exec or a CSM standing in front of an angry buyer. If those two never talk, the model dies in the field — the rep folds at the first pushback because nobody armed them with the "why." Sit with the people who carry the message. Write the talk track with them. Hand them the value story, the fallback, and the walkaway. When I raised those 25 contracts, the spreadsheet was maybe a quarter of the work. The rest was making sure the person on the call could defend the number as well as I could.

STEP 3/ Model the impact - $ by impact

Before anyone gets an email, know the dollar impact by org. Not "20% across the base" — the actual number on each account, ranked. This tells you where the revenue is, where the risk is, and which conversations are worth your most senior person. The 25 contracts I touched weren't a random 25. They were the accounts where the gap between price and value was widest, modeled one at a time so I knew exactly what was at stake on each call before I made it.

STEP 4/ Segment then reach out

Sequence it. Start with the accounts getting the most value and the most embedded — they're your easiest yeses and they set the precedent. And give every customer a way to see what they're using and how to optimize it. A raise lands completely differently when the buyer can open a dashboard, see the value, and understand the number, versus when it arrives as a bill with no context. Visibility is what turns "you're charging me more" into "okay, I see it." The customers who can track their own usage argue with you the least.

The easy one. Move list up for net-new and watch the win rates. If close rates hold, you under-priced and the market just told you. New logos have no reference price with you yet, so there's nothing to walk back from — this is the cheapest place to find your ceiling. Raise here first, learn, then take what you learned to the base.

This is where the fear lives, and where the money is. Grandfather where you have to, but don't use grandfathering as an excuse to never touch the account. Raise at renewal, segmented by value, top accounts first. The increase is most defensible exactly where the product is most embedded — which is the opposite of where most teams expect it to be.

Your natural moment — the contract is already open, so the raise doesn't come out of nowhere. Pair it with the value recap: here's what you used, here's what it drove, here's the new number. A raise framed as the second half of a value review is a different conversation than a raise that shows up cold three months before the term ends.

Counterintuitively, sometimes your biggest, most-dependent account is the one to raise hardest — because they have the most to lose by leaving and the least appetite to re-platform. The largest customer on that synthetics product was the one everyone wanted to exempt. We raised them, defended the value, and kept them. The instinct to protect the whale is usually the instinct to leave your largest pile of unpriced value on the table.

"Don't touch it, it's not broken" is the most expensive sentence in pricing. The belief that raising prices means churn keeps teams frozen on exactly the accounts where the value is highest and the switching cost is steepest — the accounts least likely to actually leave. The customer you're most afraid to raise is usually the customer most locked in to staying. The churn you're protecting against is mostly in your head, and the revenue you're leaving on the table to avoid it is very, very real.

If you're sitting on a base you think is underpriced and trying to figure out which accounts to touch and how to defend the number, I'm around. grab time here.