How Much Would You Pay for Your Product?

When building a new product, you really want to know how much somebody is going to pay for something. You can't ask them about their future behavior because humans are notoriously bad at that. So instead of asking what they're spending time or money on it, try and figure out why people would be willing to switch products in the first place. The framework i am pulling from does trainer, cofounder of intercome and yes, very useful.