Pricing

Most pricing strategies fail not because companies lack data, but because they ask the wrong question. They obsess over what customers should pay rather than what they would pay. The difference matters more than your entire marketing budget. Willingness to pay sits at the intersection of psychology, economics, and behavioral science. It reveals what someone […]

You know the mental gymnastics you do when buying a $6 latte? That quick calculation where you weigh the artisanal oat milk against your monthly budget, consider whether you really need the extra shot, and somehow justify it because you skipped lunch yesterday? That same cognitive process, oddly enough, is more relevant to pricing a