Price for Progress: The Ultimate JTBD Framework for Willingness-to-Pay

How to leverage JTBD to move beyond superficial pricing tactics and uncover what your customers truly value—and are therefore genuinely willing to pay for

Table of Contents

• The Price is Right... Or Is It?

• Why Traditional WTP Methods Fall Short

  • The Pitfalls of Asking Directly

  • Limitations of Competitor-Based Pricing

  • Cost-Plus Myopia

• The JTBD Lens: Connecting Value to Price

  • Core Concept

  • Identifying the Real Job (B2C vs. B2B nuances)

  • Uncovering Desired Outcomes (Needs)

  • Quantifying Value

• Novel Strategies for Determining WTP using JTBD

  • Strategy 1: Outcome-Driven WTP Assessment (Deep Dive)

  • Strategy 2: Contextual Inquiry & Value Observation

  • Strategy 3: Pricing by "Job Segment"

• Elevating the Level of Abstraction: The Future of Value and WTP

  • Today's Complexities

  • Novel Concept - The "Single Solution" for a Higher-Context Job

  • Impact on WTP

  • Different Job Performers

• Implementing JTBD-Based WTP in Your Business (Actionable Steps)

  • Step 1: Define Your Customer's Core Job(s).

  • Step 2: Uncover All Associated Desired Outcomes (Needs).

  • Step 3: Identify Which Outcomes are Underserved and Important.

  • Step 4: Analyze How Your Solution (and competitors') Addresses These Outcomes.

  • Step 5:…