Aug 21, 2026 · 4 min · 5 segments
**This is an Impact Pricing Blog published on June 8, 2026, turned into an audio podcast so you can listen on the go.** **Read Full Article Here…
Mark StivingHostMost pricing experts want to know what buyers are willing to pay, so they measure it.
Gaber Granger tests purchase intent at different price points.
Conjoint analysis infers preferences from trade-offs.
These are legitimate tools, but they all share the same assumption.
Willingness to pay is a fact to be discovered.
It isn't.
Willingness to pay is a decision, and decisions can be shaped.
To us, the most useful method of understanding willingness to pay is economic value
Economic value estimation starts with the next best alternative and builds up from there, quantifying the value of every meaningful difference between your offering and the competition.
It forces you to think like a buyer evaluating outcomes rather than a researcher collecting data points.
That shift in perspective is critical because once you understand what drives willingness to pay, you can move it.
Most pricing experts want to know what buyers are willing to pay, so they measure it.
Gaber Granger tests purchase intent at different price points.
Conjoint analysis infers preferences from trade-offs.
These are legitimate tools, but they all share the same assumption.
Willingness to pay is a fact to be discovered.
It isn't.
Willingness to pay is a decision, and decisions can be shaped.
To us, the most useful method of understanding willingness to pay is economic value
Economic value estimation starts with the next best alternative and builds up from there, quantifying the value of every meaningful difference between your offering and the competition.
It forces you to think like a buyer evaluating outcomes rather than a researcher collecting data points.
That shift in perspective is critical because once you understand what drives willingness to pay, you can move it.
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