Cheap Ain’t the Problem

I’ve gotten several emails lately with hot takes about Spirit Airlines.

Most of them say the same thing:

“See? Cheap doesn’t work.”

Everyone thinks their struggle proves that racing to the bottom is a dead business model. 

But honestly, I think they’re completely missing the point.

Spirit is not a story about low prices failing. 

Cheap absolutely works when you actually commit to it.

You cannot strip the product down to the studs and then add friction everywhere else. 

Spirit isn’t proof that low-cost positioning fails, it’s proof that misalignment fails.

Today in 5 minutes or less:

✔️ People don’t mind cheap

✔️ Friction changes the experience

✔️ Sell the reality

✔️ The wrong debate

🤯 People Don’t Mind Cheap

Consumers buy “cheap” all the time on purpose.

Look at the brands that win on price. 

Walmart dominates because you know exactly what you are getting.

Dollar General thrives because you know exactly why you are walking through those doors.

Nobody walks into those places confused about the deal they’re making.

The friction is entirely removed. 

And because the expectations are clear, the experience feels fair.

That’s the part a lot of businesses miss.

If you promise cheap, deliver a clean transaction.

If you promise premium, deliver an exceptional experience.

People don’t hate cheap, they hate feeling tricked.

⚙️⚙️ Friction Changes the Experience

The issue isn’t stripping the product down, it is adding friction everywhere else.

You can’t market simplicity while creating frustration.

You can’t promise affordability while making every step feel like a battle.

Cheap works best when the experience is clean.

Fast decisions, clear expectations, no emotional tax attached to the purchase.

That’s why so many low-ticket marketplaces still thrive.

Look at platforms like Whatnot. 

A huge percentage of the products are inexpensive. 

But the process is simple, the pacing is clear, and buyers understand the environment immediately.

The positioning matches the experience.

💵 Sell The Reality

Stop trying to dress up a budget offer as a premium experience.

When your brand promise matches the actual experience, you build trust.

Pick your lane and own it completely.

A customer who gets exactly what they expected will buy from you again.

A customer who feels manipulated will abandon your brand forever.

Your market knows exactly when to choose you.

You stop fighting for attention and start capturing intent.

One more thing worth saying: if you're new and still building trust in the market, competing on price is actually a smart move. It's not a sign of weakness… it's a foothold. You're earning the right to raise your prices later. Just make sure the experience is clean enough that people want to come back when you do.

🤔 The Wrong Debate

Most founders ask the wrong question.

“Should we position it as premium or affordable?”

That’s not the real issue.

The real issue is whether the experience feels consistent from beginning to end.

Because both models work.

Premium works when people feel cared for, affordable works when people feel clarity.

In both cases, trust comes from alignment.

💪 What You Can Do Today

Take a fresh look at your positioning and ask:

• Does the experience match the promise?

• Where does friction contradict the brand?

• Are customers confused about what they’re getting?

Then simplify one thing.

Not sure what that thing is? Hop on a call, and we’ll help you figure it out.

One step, one expectation, one unnecessary layer.

Because people don’t need perfection. They need alignment.

And whether you sell cheap or premium, clarity is what makes people come back.

To profiting more and working less. 💸 

-Matt

👑 GOLDEN NUGGET OF THE WEEK

I’ve heard from a lot of folks who seem to be hitting a wall lately…

I get it, the classic Q2 slump. If you’re looking to get unstuck in your business, watch this video.

Or if you’d like a personalized plan for your business, click here.

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