Impact Pricing

This one is the Queen of Hearts from the Impact Pricing card deck.  Value-based pricing has many different meanings. Different people use it differently. Oftentimes, it's used to say, what's the value of each individual feature that's different between your product and your competitors, and add that to your competitors price. And by the way, that's a great way to think about value and value-based pricing.  But the easiest definition I've heard of for value-based pricing is, charge what your customers are willing to pay.  And I love this definition because sure, it takes into account the fact that we sometimes have competitors. And we want to know what's the value of our differentiation relative to our competitors' products. Absolutely, these are crucial things for us to know. But we also get to discover, what happens if they're not considering competition at the time?  Or, what happens if it's raining and we want to sell an umbrella? So, these differences in time, differences in use cases, these things all ha