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
Author: Mark Stiving
#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
#779: How to Quantify Value So Buyers Actually Believe It with Mark Stiving and Rebecca Kalogeris
March 23, 2026
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
Will AI Shrink Our Teams or Expand Our Ambitions?
March 23, 2026
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
#778: Blogcast: AI Didn’t Kill Per-User Pricing. It Exposed It.
March 20, 2026
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
#777: Why Buyers Can’t Articulate Their Real Problems (And Why That Matters for Pricing) with Mark Stiving and Rebecca Kalogeris
March 16, 2026
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,
Buyers Are Rational, It’s the Sellers That Aren’t
March 16, 2026
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.
