📖 Book
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Paid
Intermediate
Why we picked it When you are the only one selling something like your product, cost-plus and competitor benchmarks give you nothing to anchor on, and this book is the clearest case for the alternative: figure out what customers will actually pay before you finish building, then shape the product around that. Ramanujam ran pricing for hundreds of launches at Simon-Kucher, so the willingness-to-pay conversations he describes are practical, not theoretical. Treat it as a starting point for how to run those conversations, not a formula to copy.
Monetizing Innovation: How Smart Companies Design the Product Around the Price
From Wiley (2016) by Madhavan Ramanujam and Georg Tacke Book, ~240 pages
- Have the willingness-to-pay conversation with customers early, before the product is done, so price shapes what you build instead of being an afterthought.
- Different customers value your product differently: segment by willingness to pay rather than forcing one price on everyone.
- Design the product and its packaging around the price customers will bear, not the other way around.