How much should customers pay for your product – and what should determine that decision? This introductory workshop explores different pricing strategies with a particular focus on value-based pricing: understanding the value your solution creates for different customer segments and using this insight to inform pricing decisions. Participants will learn why pricing should be considered early in product development and how willingness-to-pay conversations can become part of customer discovery. The workshop provides practical tools to develop and test initial pricing hypotheses rather than trying to determine one “perfect” price.