I Was Wrong About Will I
April 20, 2026
I’ve been teaching the Will I / Which One framework for over a decade. It shows up in my books, my podcast, my training. Thousands
Author: Mark Stiving
#785: Buyer Insight: The Three Value Disciplines: Why Price Takes the Blame When Buying Gets Hard
April 17, 2026
This is an Impact Pricing Blog published on February 2, 2026, turned into an audio podcast so you can listen on the go. Read Full
#784: Gap Selling: Why Price Depends on the Problem You Solve with Keenan
April 13, 2026
Keenan is the founder and CEO of A Sales Growth Company, where he helps organizations move beyond product-driven selling and into problem-centric sales strategies. He’s
Your Wins Are Lying To You
April 13, 2026
Good companies study their losses. Win–loss reviews, pipeline analysis, postmortems on stalled deals. The assumption is simple: losses teach you where the problems are. If
#783: Buyer Insight: Free AI Is a Strategy, Not a Pricing Model
April 10, 2026
This is an Impact Pricing Blog published on January 26, 2026, turned into an audio podcast so you can listen on the go. Read Full
Willingness to Pay Isn’t About Your Product
April 6, 2026
Every pricing conversation eventually lands in the same place. Charge what a buyer is willing to pay. It sounds simple. If you can figure that
#782: Credit-Based Pricing Explained: How AI Companies Balance Cost, Value, and Scale with Steven Forth
April 6, 2026
AI pricing is changing fast—and suddenly, everyone is selling credits. But here’s the uncomfortable question: Are credits actually helping you scale… or quietly pulling you
#781: Buyer Insight: “We Lost on Price” – Truthful and Useless
April 3, 2026
This is an Impact Pricing Blog published on January 19, 2026, turned into an audio podcast so you can listen on the go. Read Full
#780: How Jobs to Be Done Shapes Buyer Decisions (And What They Really Want) with Jim Kalbach
March 30, 2026
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
Why More Features Make It Harder to Buy
March 30, 2026
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
