MM-3 why good people get it wrong.

Usually pricing seems to be dirty and detrimental to true innovation.

Myths -

• it you simply build the great new product customer will pay fair value for it. Build it and they will come. J.K. Rowling is an exception not the norms.
• the new product and service must be controlled entirely by the innovation team working in isolation.
• high failure rate of innovation is normal and is even necessary.
• consumer must experince a new product before they can say how much they will pay for it.
• until organisation knows what it is building. It can not possibly asses what it is worth.

Actually, understanding if customer are willing to pay before you commit too much resource will dramatically increase your livelyhood to successed