Your Customers Don’t Know What They Would Pay. But That Does Not Mean You Should Stop Asking.
Ken Donaven
September 8, 2026
Ask a customer what they would pay for your product and they will almost certainly give you an answer. They will often do so confidently. In fact, many will provide a level of precision that suggests they have carefully thought through the issue before. But there is a fundamental challenge with taking that answer at face value: purchasing decisions rarely occur in the clean, controlled environment in which pricing questions are asked.
