96: The Avoidance Pattern of Pricing

"The Textile Creative" with Virginia Wygal · Oct 8, 2026 · 15m

The Avoidance Pattern

Last week laid out four patterns of pricing behavior. This week starts on the first one: Avoidance. Virginia explains what it is, who does it, and why. It's a form of protection, and she says it gets mistaken for laziness or procrastination when it isn't. The maker who avoids the real numbers has usually looked at them once, gotten a result that rattled them, and decided not to look again. The number isn't the scary part. What you have to do with it is.

Then she walks through the three personalities inside the Avoidance pattern. The Ostrich prices on what feels…