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 …