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Designs products around price using the 9 rules from Ramanujam and Tacke - WTP conversations, needs-based segmentation, Good/Better/Best configuration, monetization models, behavioral pricing, and price integrity. Use when designing new products, validating pricing for SaaS/B2B/B2C launches, choosing between subscription/usage/freemium models, fixing post-launch sales below plan, diagnosing failed launches as Feature Shock/Minivation/Hidden Gem/Undead, or when product teams say 'let's price it later'. Not for pure commodities or cost-plus regulated environments.