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WILLINGNESS TO PAY
Pricing video libraryWATCH THE DECISION TAKE SHAPE
Pricing, made visible.
Concise explanations of the research, models, and judgment behind consequential monetization decisions.
FEATURED VIDEO▶
HOW BUYERS DECIDECOMING SOON
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AI MONETIZATION
Should an AI capability be included or sold separately?
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PRICE INCREASES
The customer evidence behind a safer price increase
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DISCOUNTING
How to distinguish behavior change from margin transfer
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PACKAGING
When packaging—not price—is the monetization problem
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BUYER RESEARCH
How great product teams investigate what buyers value
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VALUE METRICS
What should the customer actually pay for?
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SEGMENTATION
When different buyers need different offers
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PRICING MODELS
Subscription, usage, outcome, or something else?
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SIZE OF PRIZE
How to model revenue and EBITDA upside
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EXPERIMENTATION
What a pricing test can—and cannot—tell you
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EXECUTION