Gaurav Vohra introduces Fynn Glover’s insights on mastering willingness to pay (WTP) for startups. Glover emphasizes that understanding customer WTP is essential for achieving product-market fit (PMF). He recounts his own journey from mismanaging pricing in his first business to refining his approach at a high-growth company. Through extensive interviews with customers, Glover learned that many founders struggle with pricing due to a lack of confidence, often undervaluing their offerings and fearing rejection. Glover illustrates his points with a case study of AdOptics, an ad-tech platform. The founder, Alex, faced challenges in communicating pricing effectively, leading to confusion and sticker shock among potential customers. After discussing the value of the product and exploring different pricing structures, they shifted from a percentage of ad spend to a hybrid model that included a base fee and performance incentives. This change aligned pricing with customer expectations and clarified the value proposition. To help founders navigate WTP discussions, Glover outlines an eight-step framework. This process focuses on understanding perceived and relative value, determining appropriate pricing metrics, and refining packaging. By actively engaging with customers in these conversations, founders can build confidence and clarity in their pricing strategy. Glover’s approach highlights that pricing is not just a numbers game; it’s about effective communication and aligning the perceived value with customer expectations.