Build Products

Worth Paying More For

The second growth lever in our Three Pillars of Preeminence methodology.

We help you identify the product and AI decisions that command premium positioning so your offering earns its price and stays ahead of the competition.

The Problem

Premium pricing is about making good product decisions. Companies that command pricing power do so because their products solve problems competitors cannot, in ways customers viscerally understand.

Getting there requires knowing which problems to solve, how to solve them differently than alternatives, and increasingly, where AI creates genuine value versus where it erodes the human experience customers pay for.

The companies that get this right don't compete on price, they set it.

What We Do

Product strategy and customer signal extraction

We identify unmet needs, pain points, and willingness-to-pay thresholds that determine whether your product can command premium pricing. This includes discovery of the jobs your customers are hiring your product to do, concept validation, and competitive positioning analysis.

AI decision advisory

As companies embed AI into their products and workflows, someone needs to figure out where automation creates value and where it destroys trust. We help you make those calls.

See our dedicated AI Advisory page for the full offering.

Evaluative strategy

We pressure-test prototypes, concepts, and experiences with real customers in real contexts validating that your product decisions will produce the outcomes you expect before you invest in building them at scale.

Design direction

We translate strategic findings into design direction that product and engineering teams can act on, ensuring that insight becomes execution without losing fidelity.

Best For

Founders and CPOs who need to stop debating features and start shipping the right ones.

Teams that need to validate whether their product investments will produce the growth outcomes they expect before committing resources.

Talk to a Strategist

We built our craft inside the world's best companies. Now we bring that expertise to you.

See how we work with our clients

How We Work

Featured Practitioners

Montine Rummel (She/They)

PRINCIPAL AI & RESEARCH STRATEGIST
Montine Rummel has led numerous AI integration projects at Amplinate and Microsoft, where she focused on incorporating AI into user experiences in ways that meet business goals while enhancing user satisfaction. Her work on MyAnalytics and Workplace Analytics at Microsoft, which laid the foundation for Microsoft Viva, exemplifies her ability to bridge AI advancements with practical user needs.
Montine brings over 15 years of expertise in developing user-centered solutions across technology, healthcare, and government. Her deep knowledge of human-centered design has allowed her to guide teams in creating products that are both innovative and accessible.
She holds a Master's degree in Human-Centered Design & Engineering from the University of Washington in Seattle, along with a certificate in User-Centered Design, and a BA in Journalism from the University of Arizona.
Katie Trocin (She/Her)

PRINCIPAL AI & RESEARCH STRATEGIST
Katie Trocin has led numerous studies in AI innovation and development — from foundational research on AI attitudes and perceptions and the human problems AI might solve, to refining existing AI-powered products to better meet user needs and improve the quality, safety, and ethics of user interactions.
She brings over a decade of mixed methods research experience across Big Tech, Social Media, Nonprofit, and Healthcare, with expertise in creating human-centered, inclusive technology that drives positive social and business impact.
Katie holds a Bachelor's Degree in Cultural Anthropology and Global Health from Northwestern University and a Master's Degree in Public Health, with a specialization in Behavioral Science and Health Communications, from Emory University.