hardCase StudyScenarioSeniorStaffLead
How would you price a feature that no customer asked for?
6 min readUpdated 2026-08-15
Answer
Short answer
Absence of requests is a demand signal you have to explain before you price anything; once you know whether the need is latent or absent, choose the packaging first — core, tier upgrade, or add-on — and price against the buyer's alternative rather than your build cost.
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Likely follow-ups
- Attach rate comes in at one per cent. Is the feature mispriced or misbuilt?
- How would you test willingness to pay before the feature exists?
- When would you give away something you could charge for?
- Your largest account says this should have been included in what they already pay for. What do you say?
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