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Willingness-To-Pay Is the Maximum Amount One Would Be Willing to Pay

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Willingness-to-pay is the maximum amount one would be willing to pay for a good or service.


Definitions:

IDEATE Method

A phase in the design thinking process that involves generating a wide range of ideas and solutions to a defined problem without judgment.

Future Scenarios

Hypothetical situations or events outlining possible future developments or outcomes based on current trends or decisions.

High-Value Opportunities

Opportunities that offer significant benefits or returns, often involving greater risks.

Unmet Need

A market demand that is currently not satisfied or adequately addressed by existing products or services.

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