Understanding Value & Customers

What's in this category

• Economic Value Estimation: Reference value + differentiation value analysis
• Value Decoder framework: Reference price + positive differentiation value - negative differentiation value calculation
• Perceived value: How customers perceive and evaluate value
• Willingness-to-pay (WTP): Methods for measuring and maximizing customer WTP
• Value communication: Benefits over features in customer messaging
• Customer use cases: Persona, pain points, alternatives, and frequency analysis
• Jobs To Be Done (JTBD): Understanding customer outcomes and success metrics
• Segmentation by WTP/use case: Value-based customer segmentation strategies
• Ideal Customer Profile (ICP): Defining and targeting your best customers
• Value drivers: Monetary and psychological factors that drive value perception
• Price sensitivity & demand curves: Understanding how price changes affect demand
• Buyer identification fences: Role, geography, and organization-based targeting
• ROI/TCO calculators: Tools for demonstrating customer value

How to use this

This category covers the fundamental principles that should guide all pricing decisions. Start here if you're new to pricing strategy or need to establish a solid foundation before diving into specific tactics. These concepts apply whether you're a startup finding product-market fit or an enterprise optimizing complex pricing structures.

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