Mastery card
I can explain Willingness to Pay
The most a customer would pay for the value they get.
Willingness to pay (WTP) is the maximum price a customer is prepared to pay for a product given the value they perceive.
Sticky trick
Use interviews, van Westendorp-style surveys, or tests - not guesses alone.
Take into the room
In plain English, what is Willingness to Pay?
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