Article

It's Price Before Product. Period.

Madhavan Ramanujam · First Round Review Free Intermediate

Ramanujam argues that putting willingness to pay at the very centre of product design, before you build, is what separates products people buy from products people merely like. He shows how to have the money conversation early instead of bolting a price on at the end. This is the discipline behind baking a price into your test from day one.

• Test willingness to pay before you build, not after you launch
• Most companies avoid the price conversation until it is too late
• A product designed around what people will pay for is a different product