+ "While the fundamentals of monetization are unlikely to change, Covid-19 has two significant implications for how companies think about pricing and monetization in the near and medium term:
At the heart of monetization strategy is always a deep understanding of customer willingness to pay, and how it differs for different customer segments and use cases. Covid-19 changed customer behavior and their option set so dramatically that, in many cases, willingness to pay is fundamentally different. It is worth assessing whether this is the case and whether monetization strategy needs to change as a result.
A surprisingly high percentage of companies designed their monetization early in the company lifecycle with limited rationale. However, they are often reluctant to enact change, because big changes to monetization take a lot of work, and the risk of getting it wrong or suffering customer backlash is scary. A major event like Covid-19 brings so much change that it can give companies air cover to make the big changes they've been considering, and we're seeing many companies take advantage of this."
**Dan Hockenmaier**
*Founder, Basis One; Growth Mentor and Contributor at Reforge*
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+> "A good PM understands and tracks user behavior in the product that correlates with users getting value. A great PM prioritizes each new product feature based on how it can move the key value metric.
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+> A great PM is one who can think about innovation and incredibly technologically forward features... but never loses sight of their customer. She continually puts herself in the place of her customer, evaluating themselves at every step, behaving and thinking like the average user."
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