Pricing should connect customer willingness to pay with the economics and strategic objective. Start by clarifying whether the goal is profit, growth, market entry, share, or another outcome.

A useful structure can include customer value and willingness to pay, competitive alternatives, company cost economics, and how different price points affect volume and the objective.

Willingness to pay is important, but it is one input into the pricing decision rather than the entire case. If useful, this guide on case structure vs. case framework gives more detail.