In most economic thinking, price increases are expected to trigger resistance.Higher prices are typically interpreted through the lens of elasticity, affordability, and competitive alternatives. The dominant assumption is simple: when price rises, tension follows. Yet real markets occasionally behave differently. There are situations in which price adjustments do not produce conflict. Instead, they are met

Excerpt from the book: “Priceless: The Hidden Psychology of Price” (On True Value and What We Are Truly Willing to Pay). Letić, Dž. (2025). Repubblica Media Sarajevo. (9 min read) Do not view this as an assignment. View it as the most important strategic meeting you will ever have, a meeting with yourself. This is