Table 125 Jul 2026From “Pricing is a positioning decision.”

Where willingness to pay actually gets decided

The left column is where pricing meetings spend their time. The right column is where the number is actually determined.

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Table 1Where willingness to pay actually gets decided

The decision	Where it gets made	What it actually sets
What category you are filed under	Positioning, months earlier	The buyer's whole reference set
Who you are compared against	The buyer's shortlist, before contact	The anchor everything else is coherent to
How many options they see	Packaging	Whether you are an extreme or the middle
What the cheapest option contains	Packaging	The floor the rest is measured from
What the top option contains	Packaging	The ceiling that makes the middle look moderate
The number on the page	The pricing meeting	Your position within a set already fixed by the rows above

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Source: Author's own classification, organised around the mechanisms in the two cited papers. Not a finding of either.

PNG4:3, 1600 × 1200, with the title, the source line and the attribution set in the image isoglu-2026-pricing-is-positioning-fig03.png

From the essay

Pricing & revenue architecture

Pricing is a positioning decision.

Willingness to pay is not decided at the price page. It is built from what the buyer compares you against: so the set, not the number, is the lever.

25 Jul 2026

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APA 7

Isoglu, S. (2026). Where willingness to pay actually gets decided [Table]. isoglu.com. https://isoglu.com/insights/exhibits/isoglu-2026-pricing-is-positioning-fig03/

BibTeX

@misc{isoglu-2026-pricing-is-positioning-fig03,
  author = {Isoglu, Sinan},
  title = {{Where willingness to pay actually gets decided}},
  year = {2026},
  howpublished = {Table 1, isoglu.com},
  url = {https://isoglu.com/insights/exhibits/isoglu-2026-pricing-is-positioning-fig03/},
  note = {From the essay {Pricing is a positioning decision.}}
}

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<figure>
  <a href="https://isoglu.com/insights/exhibits/isoglu-2026-pricing-is-positioning-fig03/">
    <img src="https://isoglu.com/social/isoglu-2026-pricing-is-positioning-fig03.png" alt="Table 1: Where willingness to pay actually gets decided" width="3200" height="2400">
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  <figcaption>Table 1: Where willingness to pay actually gets decided. Source: Author&#39;s own classification, organised around the mechanisms in the two cited papers. Not a finding of either. <a href="https://isoglu.com/insights/exhibits/isoglu-2026-pricing-is-positioning-fig03/">View exhibit</a>.</figcaption>
</figure>