“Someone says 'we already tried that' and I go, 'Whoa, but that was 18 months ago — think about all the things we've learned.' Consumer willingness to pay via subscription has changed, onboarding patterns have changed, willingness to pay higher prices is surprisingly doing better and better.”

Revisit every strategic assumption every 18 months — consumer willingness to pay has shifted

In a market that moves as fast as subscription apps, a pricing test or gating strategy that failed 18 months ago may have been correct then and be wrong now. Alex Prasad forces re-evaluation of every assumption on a rolling basis. Consumer price tolerance, onboarding norms, and competitive positioning all shift faster than most founders reset their priors — the 'we tried that' objection is often a stale data point masquerading as institutional knowledge.