Shai Agassi, founder of Better Place

At a conference in 2006, President Clinton gave Agassi some advice on pricing for market disruption:

"'By the time you will convince the rich folks in Israel to try it, then get the average folks in Israel to try it, then bring it to the U.S. for our rich folks ... the world will run out of time. You need to price your car so that an average Joe would prefer it over the kind of cars they buy today — an 8-year-old used gasoline car, selling for less than $3,000. As a matter of fact, if you can give away your car for free, that's a sure way to succeed.'

"Pricing for market disruption is very different than pricing for a few early adopters. You have to plan your pricing from the target customer's perspective, within the boundaries of your costs."

Source: LinkedIn