Figure 325 Jul 2026From “Pricing is a positioning decision.”

The reference set

The second column is the one nobody keeps: the options that never became a deal: doing nothing, building it, extending a tool already owned. Those set the band the price has to sit in.

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Figure 3The reference set

Source: Author's own worksheet.

PNG4:3, 1600 × 1200, with the title, the source line and the attribution set in the image isoglu-2026-pricing-is-positioning-fig04.png

From the essay

Pricing & revenue architecture

Pricing is a positioning decision.

Willingness to pay is not decided at the price page. It is built from what the buyer compares you against: so the set, not the number, is the lever.

25 Jul 2026

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This exhibit belongs to an essay: the numbers live here, the argument lives there.

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APA 7

Isoglu, S. (2026). The reference set [Figure]. isoglu.com. https://isoglu.com/insights/exhibits/isoglu-2026-pricing-is-positioning-fig04/

BibTeX

@misc{isoglu-2026-pricing-is-positioning-fig04,
  author = {Isoglu, Sinan},
  title = {{The reference set}},
  year = {2026},
  howpublished = {Figure 3, isoglu.com},
  url = {https://isoglu.com/insights/exhibits/isoglu-2026-pricing-is-positioning-fig04/},
  note = {From the essay {Pricing is a positioning decision.}}
}

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<figure>
  <a href="https://isoglu.com/insights/exhibits/isoglu-2026-pricing-is-positioning-fig04/">
    <img src="https://isoglu.com/social/isoglu-2026-pricing-is-positioning-fig04.png" alt="Figure 3: The reference set" width="3200" height="2400">
  </a>
  <figcaption>Figure 3: The reference set. Source: Author&#39;s own worksheet. <a href="https://isoglu.com/insights/exhibits/isoglu-2026-pricing-is-positioning-fig04/">View exhibit</a>.</figcaption>
</figure>