Hidden pricing structure for AltMBA

Seth Godin’s AltMBA takes a clever pricing approach: they don’t show it upfront. You have to dig into the FAQs to find it. That’s not a mistake—it’s strategy. Because before you fixate on the number, you’ve already built desire for the experience.

Marketing analysis

By hiding the price, AltMBA shifts the conversation from “how much does it cost?” to “why do I want this?” The focus is on transformation, community, and exclusivity, not sticker shock.

Why it works

• Builds curiosity and commitment first
• Positions the program as premium and selective
• Keeps price from being the first (and last) thing evaluated
• Creates a sense of “if you have to ask, it’s worth it”

Examples

• Apple’s “Book a demo” flow before showing enterprise pricing
• MasterClass emphasizes celebrity instructors before showing cost
• Tesla focuses on design and performance before monthly payments appear