Jim Kalbach is the Chief Evangelist at Mural, where he helps teams uncover what customers actually need—not just what they say they want. Known for
Most companies assume that adding more features makes their product more compelling. On paper, that logic holds. More capability should increase value. More value should
If buyers need to believe the value before they buy…why don’t they trust ROI when we show it to them? In Episode 5 of the
There’s a common argument floating around about AI agents: Agents will replace workers.Few workers mean fewer seats.Fewer seats breaks per-seat pricing. It sounds logical, and
This is an Impact Pricing Blog published on January 12, 2026, turned into an audio podcast so you can listen on the go. Read Full
If value comes from solving problems… why do buyers struggle to explain the problems they actually have? In Episode 4 of the Buyer Decision Series,
When companies lose a deal, the explanation is almost always the same. “We lost on price.” Price becomes the default explanation. It’s convenient. It’s simple.
This is an Impact Pricing Blog published on January 5, 2026, turned into an audio podcast so you can listen on the go. Read Full
If buyers are predicting the future… and confidence determines when they act… what are they actually paying for? In Episode 3 of the Buyer Decision
To understand what credits really do, it helps to separate three ideas that pricing conversations often blur together. A value metric is how buyers measure
