Pricing & revenue
The number, and what it signalled.
Willingness-to-pay, pricing models and tiers — and the funnel bottlenecks that quietly capped win rates. The fastest lever I worked with, and the one least often examined.
What it turned on
Most teams anchored price on cost or on a competitor. The work that moved anything started from what the outcome was worth to the buyer and designed the model so the price did some of the selling. It also meant being honest about when the price was fine and something else was doing the damage — it is the most commonly blamed and the least commonly guilty variable in a funnel.
How it went
Four moves, in order.
Finding willingness-to-pay
By segment — what the outcome was worth, not what it cost to produce.
Designing the model
Models and tiers, so the right buyer self-selected and the number itself signalled the value.
Diagnosing the funnel
Where win rate actually leaked, and whether price was the cause or the scapegoat.
Testing the number
Small, reversible moves with a real read on elasticity, in a business where a permanent change is very hard to walk back.
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