---
id: "quote-best-time-perceived-value"
type: "quote"
source_timestamps: ["§ Use scarcity to reinforce value."]
tags: ["strategy", "timing"]
related: ["concept-value-anchoring"]
speaker: "Saloni Firasta-Vastani"
speakers: ["Saloni Firasta-Vastani"]
sources: ["commercial"]
sourceVaultSlug: "hbr-seg-commercial"
originDay: 5
articleStem: "hbr-ext-23-risks-of-free"
sourceUrl: "https://hbr.org/2025/06/the-risks-of-offering-free-goods-and-services"
sourceTitle: "The Risks of Offering “Free” Goods and Services"
---
# Timing of establishing perceived value

The concluding strategic advice on *when* organizations must act to anchor the monetary worth of their offerings — the punchline for [[concept-value-anchoring]].

> "The best time to establish perceived value is before your offering becomes a habit. The second-best time is now."

— **Saloni Firasta-Vastani** ([[entity-saloni-firasta-vastani]])