Sales happen when buyers fear missing out

Kent Beck writes that sales happen when buyers fear missing out, not when benefits exceed price, a lesson he says he learned from his newsletter revenue. After he announced a price increase in January, revenue jumped as readers signed up to avoid paying more later, while steady added value had only grown revenue slowly. He estimates his newsletter is a third of the way to a sustainable business, and he plans to write a sequel to Tidy First? called Tidy Together? and to pursue consulting and education, including selling software design to companies by emphasizing what they miss out on.