Power of the Expensive (POTE) Effect challenges everything you’ve been taught about pricing.

What if raising your prices didn’t reduce demand, but actually increased it?

In this 83-page strategic guide, Berge Dermelkonian introduces the POTE Effect. This paradoxical pricing hypothesis shows how premium positioning can reshape customer perception, elevate brand value, and drive stronger demand, especially in competitive markets such as Lebanon.

Blending economic principles with real-world marketing insight, this ebook explores:

• Supply, demand, and pricing beyond theory

• Psychological segmentation and perception of value

• How customers associate price with quality

• Decision-making behavior in modern consumers

• Practical pricing strategies you can apply immediately

Designed for café owners, entrepreneurs, and business thinkers, this is not a generic pricing guide; it’s a mindset shift.

If you’re tired of competing on price and want to position your brand where demand follows value, this book will change how you think and how you price.

Don’t aim to be cheaper. Aim to be chosen.