In this book, we have boiled these secrets down into the following nine new rules for innovation success. The rules are contrary to what most executives have learned about product development: Have the “willingness to pay” talk with customers early in the product development process. If you don't do it early, you won't be able to prioritize the pro

... See more

First, you want to understand your customers' overall WTP for your product—the price range they would consider reasonable (if, in fact, they would pay anything at all). Then you have to ask yourself whether that price range would work for your company. It may not if you can't deliver a market-acceptable product at a price that makes you a profit. S

... See more

Want to test your pricing strategy? 🏆 Create three tiers that offer similar value, but with some extras thrown in. If the middle option is the most popular, keep raising prices until the first tier becomes more popular. Then, roll it back once so the middle tier regains popularity.___LINEBR... See more