AMA: Superhuman Director, Head of Product Marketing, Alex Rodrigues on Pricing and Packaging

There are a lot of angles to this question — and it’s especially relevant in the AI era, where powerful features often carry hefty costs to run. The right approach usually depends on how transformational the feature is. Here’s how I think about it in different scenarios: Launching an entirely new productThese are big moments — maybe once or twice a year (at most). They’re also the best candidates for creating a new SKU, adjusting your overall pricing, or (in some cases) offering an add-on. Perso ...Read More

Price increases work best when they’re paired with meaningful customer value. It’s natural to adjust pricing as your product grows, but unless you were seriously undercharging to begin with, it’s hard to raise prices without also raising perceived value. Here are strategies I’ve found effective: Launch new featuresAdding net new value is the clearest signal that pricing should evolve. Announcing new capabilities right before or at the same time as a price change makes the increase feel earned. C ...Read More

I love this question! It actually took me longer than I wanted to get involved in pricing, so I’m glad you’re thinking about it early.  Pricing sits right at the intersection of customer segmentation, product strategy, and growth — which makes it an incredible learning ground for any PMM. Here are a few ways to start building that muscle: Start with customersPMMs at early-stage companies are often closest to the customer. If you can become the person who knows your ICP inside out, you’ll natural ...Read More

The right methodology really depends on the shape of your business and what you’re optimizing for. In my experience, the most effective pricing work usually blends a few approaches. Internal stakeholder interviewsWhen kicking off a pricing project, I always start here. 1:1 interviews with product, sales, finance, and execs help uncover their hypotheses and expectations. I’ll then summarize the conversations and run a short workshop to align on goals and direction. That alignment up front is crit ...Read More