Reference value is about uncovering how much value buyers trade-off in exchange for your offering. Questions to derive the reference value could be formulated as follows:
“What would you trade me to solve for [the pain point in the way your solution solves it] right now?”
“On a scale of 1-10 what’s the importance of [solving for the pain point in the way your solution solves it]?”
“Which of the [features & attributes below] provide the most and the l...