Latest / Marketing Execution with Mark Donnigan
Willingness to Pay
Your pricing and retention strategies might be creating adversaries instead of allies. Traditional Willingness-to-Pay (WTP) metrics are dangerously incomplete, lumping genuine loyalty with coercive lock-in. This flawed view builds a fragile business, even if revenue looks strong.
On this episode of the Marketing Execution Podcast, we're exposing why a company built on 'Coercion' is a ticking time bomb, while one built on 'Love' is positioned for durable, non-linear growth. We'll guide you through a powerful growth framework that reframes WTP into three distinct drivers: Love, Utility, and…
The skinny
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