Value Is Not the Same as Willingness to Pay
May 26, 2025
In pricing conversations, we often treat value and willingness to pay interchangeably. They are closely related, but they are not the same. Every pricing and
Tag: willingness to pay
Willingness to Pay Is Not Rational
April 14, 2025
Charging what a buyer is willing to pay is the single profit-maximizing price. It’s impossible to do better. But, it’s also impossible to know exactly
You Influence Your Customers’ Willingness to Pay
November 11, 2024
You can listen to the full audio version of this blog we call — Blogcast. Two weeks ago I defined Context Driven Pricing as charging what
Price Segmentation in Action: Why Geography Matters for Your Wallet
June 6, 2024
You can listen to the full audio version of this blog we call — Blogcast. Price segmentation is one of the most important and potentially powerful
System 1 and System 2 Value
November 2, 2023
You can listen to the full audio version of this blog we call — Blogcast. Daniel Kahneman, in his book Thinking Fast and Slow, described
The First Principle of Pricing
September 1, 2023
You can listen to the full audio version of this blog we call — Blogcast. I have a ton of thoughts swirling in my head
Pros and Cons of Price Variance
August 17, 2023
You can listen to the full audio version of this blog we call — Blogcast. One of my favorite pricing tools is a scatter plot.
Defining Value
August 10, 2023
You can listen to the full audio version of this blog we call — Blogcast. Value is ambiguous. People think they know what they mean
Quick and Dirty Pricing Research
May 25, 2023
My go-to pricing research method for learning how much buyers are willing to pay is Van Westendorp’s Price Sensitivity Meter. (There is a plethora of
Raise Prices Now!
October 5, 2022
Inflation is here. It’s time to raise prices. OK, all good pricing professionals know that costs don’t drive pricing. Willingness to pay drives pricing. Sure
