---
id: "framework-value-communication"
type: "framework"
source_timestamps: ["§ Time pricing information strategically."]
tags: ["communication-strategy", "pricing-rollout"]
related: ["concept-psychological-distance-pricing", "action-communicate-lvt"]
steps: ["Communicate the LEVEL: Explicitly state how much the product or service will cost.", "\\\"Communicate the VALUE: Clearly articulate the rationale behind the price and why the offering is worth that specific amount (e.g.", "time saved", "ROI", "new features).\\\"", "Communicate the TIMELINE: Specify exactly when the new pricing takes effect and for how long the terms will remain valid."]
sources: ["commercial"]
sourceVaultSlug: "hbr-seg-commercial"
originDay: 5
articleStem: "hbr-ext-23-risks-of-free"
sourceUrl: "https://hbr.org/2025/06/the-risks-of-offering-free-goods-and-services"
sourceTitle: "The Risks of Offering “Free” Goods and Services"
---
# The Level-Value-Timeline (LVT) Communication Framework

The **Level-Value-Timeline (LVT) Communication Framework** specifies the three elements an organization must proactively communicate **before** introducing any new price or transitioning a free service to a paid one. Its purpose is to mitigate backlash and establish perceived worth, and it is the messaging companion to the timing principle in [[concept-psychological-distance-pricing]].

**The three elements:**
1. **LEVEL** — Explicitly state *how much* the product or service will cost.
2. **VALUE** — Clearly articulate the *rationale* behind the price and *why* the offering is worth that specific amount (e.g., time saved, ROI, new features).
3. **TIMELINE** — Specify exactly *when* the new pricing takes effect and *for how long* the terms will remain valid.

The actionable checklist form is [[action-communicate-lvt]], which also advises pairing the message with strategic timing (roll out during a quiet period rather than peak usage or major holidays).