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There is only one definition of business purpose: to create a customer. Businesses must turn a profit to live up to their purpose. Product-market-fit is nice to have. Only a product-market-price fit will result in a viable business case. The value creation journey begins and ends with the customer, whose willingness-to-pay determines the destiny of the journey. There are different routes to reach a pricing decision, while one principle should always apply, i.e., the coarse-to-fine principle.