A globally recognized authority on pricing strategy and the author of The Pricing Roadmap . With over 20 years of experience, Ulrik has been a trusted advisor to globally recognized SaaS companies navigating complex pricing transformations. He holds a graduate degree in Analytical Philosophy and an MA in Finance from Harvard.

Christopher Truce is a seasoned expert in financial services and SaaS technology products, with a proven track record in product development, commercial strategy, and pricing innovation. With over 18cc years of experience across global markets, Christopher excels in aligning pricing models with complex customer product ecosystems and driving adoption in highly regulated Industries. Chris holds an MA in business management and an EMBA from Stanford University.

A B2B SaaS executive and seasoned advisor, Roee Hartuv brings over 20 years of experience driving revenue growth at high-growth companies. He has led sales, customer success, and marketing teams across multiple scaleups and led the consulting practice at Winning by Design. Roee is based in Berlin and holds an MBA from Tel Aviv University and a BA in Computer Science.

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A seasoned SaaS executive with over 20 years of leadership experience. Morten brings extensive experience leading organizations through complex change, strategic repositioning, and pricing optimization. He has headed several high-impact turnarounds in PE-backed companies, aligning commercial models with long-term business strategy. Morten holds executive education from INSEAD in innovation and change leadership.

Michał Narkiewicz is a seasoned pricing strategist with a decade-long background in strategic advertising and marketing. He brings deep expertise in Jobs to Be Done, value propositions, and product positioning. His holistic understanding of customer insight and organizational dynamics makes him a trusted partner for startups looking to shape compelling offerings and scale with confidence.

With over five years of experience in consulting and professional services, Frederik serves as the Executive Assistant to the CEO and COO at Willingness to Pay. He plays a key role in driving focus and operational clarity across the business, supporting leadership in day-to-day execution and decision-making. He holds an MSc in International Business and Politics from Copenhagen Business School.

With 10+ years in marketing, Laura specializes in personal branding and storytelling that drives clarity and impact. Her journey began at a young age, sparked by a natural curiosity for storytelling and connecting with audiences. Today, she channels that passion into brand strategy and awareness, creating meaningful and authentic brand experiences. Alongside her work, Laura is currently pursuing a management degree to further enhance her leadership and strategic capabilities.

Daniel-Florin Stefan is an experienced data analyst and data engineer with an educational background in mathematical modelling of physico-chemical processes in the life sciences. He has spent the past three years working on business intelligence projects for various customers ranging from building data analytics platforms to strategic and operational business reporting. He holds masters degrees in Pharmaceutical Sciences from Copenhagen University and Chemical and Biochemical Engineering from Denmark’s Technical University.