Willingness to Pay — map the desire, commit to what to own

Maps the desire behind why customers pay and commits to the one or two kinds worth owning, without touching the price number. Three desires, by value: Love (advocates who want you to charge more), Utility (rational ROI buyers), Coercion (trapped against their will). Three phases: (1) map what's TRUE TODAY — walk the full Love/Utility palette WITH the user, marking have/partial/none, and run the fragility test 'who leaves the moment a good alternative appears?' exposing Coercion posing as loyalty; (2) what you'd do DIFFERENTLY — which to own, deepen, or build, which Coercion to drop, framed by value created not cost saved; (3) validate each change and commit to one or two …