The $20 wake-up call.

ChatGPT Plus costs $20/month. For that, you get GPT-4, file uploads, vision, memory, custom GPTs, and now GPT-4o; real-time voice, multimodal input, and a level of responsiveness that makes most B2B software look like it’s still on dial-up.

That price hasn’t just changed the AI market. It’s rewired the B2B brain. Because once you’re getting that much power for $20, your idea of what software is worth, and how fast it should deliver value, shifts permanently.

Then you’ve got ChatGPT Team at $25/user/month: shared workspaces, enterprise security, no usage caps, no sales theatre. You just… start.

And then Lovable enters with its own $20/month proposition: prototype and share AI-powered product ideas instantly. And it assumes users want to experiment, collaborate and ship, not negotiate. It’s that experimentation that turns to addiction, and before you know it you’ve moved up a plan; and you’re happy to pay it!

This isn’t a race to the bottom. It’s a race to instant clarity.

The problem?

Most B2B pricing still feels like a hangover from the SAP era. Tiered plans based on internal politics. Rationed features. A “Book a Demo” button replacing real confidence in the product itself.

But in this new world, pricing is the product.

It tells me what kind of relationship you expect to have with me. Whether you trust me to see the value, or you want to funnel me through a three-week nurture sequence.

This week’s hack:

Run a “ChatGPT Check” on your pricing page. Ask:

• If my customer’s already paying $20 for ChatGPT, does my price and product feel better value?
• Would non-customers buy my product if they didn’t have to go through our current sales process?
• Does it say “we believe in this”, or “we hope you don’t notice the gaps”?

Because pricing isn’t what comes after positioning. It is your positioning.

If $20 a month delivers daily magic, your $999 needs to do more than just promise it.

Want a fast, brutal teardown of your pricing model? Get in touch.