I am reading the book "Monetizing Innovation," and it is about making "value pricing." however, the point I don't understand is the book suggest to do willingness to pay pricing first, I mean, it says explain the concept to a group of potential clients and then ask how much money would they be willing to pay for it. And then, ask for which features they are more willing to pay. Shouldn't be in the reverse order? Concept is ambiguous. Shouldn't they ask wtp after the features are determined?

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