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Madhavan Ramanujam

madhavan is the author of monetizing innovation the most widely read book on pricing strategy he's also senior partner at Simon Kutcher and partners

2 episodes · 3 sourced appearances

Appearances and evidence

Short attributed excerpts only. Timestamps are approximate.

Frameworks in these episodes

Episode-linked context, not an unsupported claim of authorship.

Marketing2 steps

Beautifully Simple Pricing

In your early days, price so a customer can repeat it back and it tells a value story.

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Influence5 steps

Behavioral Pricing: Compromise, Decoy and Framing

Raise revenue 30%+ by reframing tiers and framing prices — without touching the product.

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Strategy5 steps

How You Charge Beats How Much: Pricing-Model Design

Pick the monetization model, then the price metric, then the structure — the number comes last.

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Marketing5 steps

Leaders, Fillers and Killers

Sort every feature into leader, filler or killer to configure packages that unlock segments.

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Sales6 steps

Mastering B2B Negotiations Through Value

Extract full value from every deal via gives-and-gets, value selling, and disciplined negotiation tactics.

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Strategy6 steps

Price Before Product: The Willingness-to-Pay Conversation

Have the pricing conversation months before launch and use it to prioritize what you build.

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Marketing5 steps

Productize to Segments (the 'You Can Act Differently' Test)

Segments are defined by needs and willingness to pay — and only count if you can act differently on them.

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Strategy2 steps

Stop Churn Before It Happens

To stop churn, acquire customers who won't leave — churn is an acquisition problem, not a save problem.

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Innovation3 steps

The 20/80 Willingness-to-Pay Axiom

20% of what you build drives 80% of willingness to pay — and it's usually the easiest 20% to build.

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Marketing4 steps

The Acceptable / Expensive / Prohibitively Expensive Price Ladder

Three questions that reveal both a price range and the psychological cliffs you must hide behind.

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Finance4 steps

The Attribution-Autonomy Pricing Matrix

Pick your AI pricing model by plotting value attribution against product autonomy, then climb toward outcome-based.

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Strategy3 steps

The Break-Even Indifference Test

Offer economically identical pricing models and see which one people irrationally prefer.

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Finance3 steps

The Downturn Pricing Playbook (Never Drop the Price)

Three moves that protect price integrity in a recession: de-feature, non-pricing actions, change the model.

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Influence3 steps

The Panini Effect

Show your product line as an unfinished puzzle and attach rates jump from 20% to 40-50%.

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Sales3 steps

The POC as Business Case

Frame every pilot as co-creating an ROI model, charge for it smartly, and never anchor the commercial deal.

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Strategy4 steps

The Two-Engine Profitable Growth Architect

Master market share and wallet share together — equal attention, not equal effort — to avoid the single-engine trap.

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