Use case

Pricing & Commerce

Price from evidence rather than from the nearest competitor.

Pricing tends to be decided once, under time pressure, by copying whoever is closest in the market. The inputs that would make it a real decision usually exist: what customers said about value, what the unit economics actually are, what the investment case assumes. They are just never in the same place.

What makes this hard

Willingness to pay is asserted from memory of a few conversations rather than read off the evidence.
The pricing model and the investment case drift apart the moment either is edited.
Nobody can reconstruct why the current number was chosen.

How we approach it

Evidence-linked pricing
Build the model on what customers said, with the interview it came from one click away.
Scenario comparison
Hold the assumptions still and vary one at a time, so the sensitivity is visible rather than argued about.
One set of assumptions
The pricing model and the investment case read the same inputs, so they cannot quietly disagree.

What you should expect

A price you can defend line by line to a board or a customer.
A model that survives its assumptions being challenged, because they are all written down.

Where this shows up

Groundtruth

Customer evidence, pricing, and the investment case in one line of reasoning.

Groundtruth turns customer conversations into evidence, and evidence into the numbers a decision rests on: pricing, unit economics, and the investment case. Each one traces back to what a customer actually said.