{"id":1260,"slug":"rule-build-calculator-only-if-pricing-formulaic","title":"R1 — Build a customer-facing calculator only when pricing is genuinely formula-driven and buyers comparison-shop","kind":"rule","scope":"business","status":"current","audiences":["kevin","smb-owner","candid-team"],"topics":["agency-methodology","customer-facing-tools"],"reference_body":"**Rule:** Recommend a customer-facing calculator ONLY when (a) the client's pricing is genuinely formula-driven (square footage, distance, units, tiers), (b) buyers in that category already comparison-shop on price, AND (c) the client can commit to keeping the inputs current. If any one is false, recommend a directional range with disclaimers, or no calculator at all.\n\n**Why:** The honest decision tree — buyers ask \"what will this cost me?\" ([[mortgage-calculators-most-visited-bank-tool]]), formula-driven pricing produces calculators that match reality, comparison-shoppers want to self-qualify ([[disqualification-via-public-estimator]]). Without formula-driven pricing the calculator either oversimplifies and anchors wrong ([[anchoring-effect-tversky-kahneman-1974]]) or invites legal exposure ([[misrepresentation-negligence-detailed-estimates]]).\n\n**How to apply:**\n- Before scoping a calculator project, run the three-part test out loud with the client.\n- If any test fails, propose [[rule-default-to-directional-range-ungated]] instead.\n- For service businesses competing on craft (Candid, most design / legal / consulting), almost always recommend the directional-range variant.","rationale_body":null,"metadata":null,"links":{"outgoing":[{"slug":"misrepresentation-negligence-detailed-estimates","title":"A detailed online estimate with no reasonable basis can expose you to misrepresentation or negligence — even when labelled \"estimate\"","kind":"reference","scope":"business","link_type":"depends-on"},{"slug":"mortgage-calculators-most-visited-bank-tool","title":"Mortgage / lending: payment, amortization, affordability calculators are described as the most-visited interactive tool on bank/credit-union sites","kind":"reference","scope":"business","link_type":"depends-on"},{"slug":"anchoring-effect-tversky-kahneman-1974","title":"Anchoring effect (Tversky & Kahneman, 1974) — the first number presented becomes a reference point that pulls all later judgments, even when arbitrary","kind":"reference","scope":"business","link_type":"depends-on"},{"slug":"disqualification-via-public-estimator","title":"Pro-transparency counter-view: a public estimator can *disqualify* unprofitable enquiries, raising the quality of those who do contact you","kind":"reference","scope":"business","link_type":"depends-on"}],"incoming":[{"slug":"research-brief-customer-facing-calculators-smb-june-2026","title":"Research brief: customer-facing calculators & tools for SMBs — the honest case (June 2026)","kind":"reference","scope":"business","link_type":"relates-to"},{"slug":"article-customer-facing-calculators-win-work-or-backfire","title":"Article (draft): A calculator can win you work — or quietly cost you the deal","kind":"reference","scope":"business","link_type":"relates-to"}]},"created_at":"2026-06-20T16:50:09.676Z","updated_at":"2026-06-20T16:50:09.676Z"}