Lesson60 seconds
What is Willingness to Pay?
The most a customer would pay for the value they get.
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Simple Definition
Willingness to pay (WTP) is the maximum price a customer is prepared to pay for a product given the value they perceive.
Explanation level
Tap a persona to hear the same idea in a totally different voice.
Try “Like I'm 5™” for a picture-book version - not the grown-up wording above.
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