Currently, Evernote's Premium accounts cost $5 a month. Libin is testing if that's cheap or expensive relative to perceived value. By marketing better, you can increase perceived value.

In this book, we have boiled these secrets down into the following nine new rules for innovation success. The rules are contrary to what most executives have learned about product development: Have the “willingness to pay” talk with customers early in the product development process. If you don't do it early, you won't be able to prioritize the pro

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