"Value gap" is a thing, - really.
A gap exists between what customers need or expect, and what they are likely to get - and that's called a value gap.". Companies can gain additional pricing power and increase the perceived value of their offerings by systematically reducing their customers’ value gap.
Successful monetization requires closing the value gap.
Customers' willingness to pay increase as their value gap shrinks. You can drive adoption and market share by focusing on just the features, attributes, and offers that enhance your customers' perceived value. In order for you to unlock this kind of pricing power, you must identify and quantify the value gap, by conducting willingness-to-pay research.
When you’re working on your next innovation, if you’re not building to solve for your customer’s value gap, don’t build at all.