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What your business can learn from Radiohead's successful experiment with "pay as you wish" pricing.
On October 9, 2007, the English alternative rock band Radiohead began an experiment: Rather than price their music conventionally, they let their fans pay whatever they wanted to download their latest 10-song album, In Rainbows. At the inrainbows.com checkout page, visitors found an empty price box. When they clicked on it, a message said, "It's up to you."
If you liked this Element, read more from Jagmohan Raju and Z. John Zhang, including Smart Pricing (ISBN: 9780131494183).
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