Impact Pricing Blog
Written by a Human!
The Secret Link Between Market Segments and the “Will I” Decision
Most companies try to segment their markets by surface traits like industry, company size, age group, or geography. And while these can be useful, they
Why Pricing AI Is So Hard
Pricing AI is one of the hottest topics in tech right now and also one of the hardest. The key challenge? Choosing the right pricing
Jobs to Be Done vs. Problems and Results: What’s More Useful in B2B?
I’ve been struggling to understand the difference between the Jobs to Be Done (JTBD) framework and my own approach of thinking in terms of problems
Value Is Not the Same as Willingness to Pay
In pricing conversations, we often treat value and willingness to pay interchangeably. They are closely related, but they are not the same. Every pricing and
The Two Questions Every Buyer Asks—and How to Design Your Product and Pricing Around Them
Many pricing professionals talk about understanding value, but few break it down into the architecture that drives buyer and company decisions. In our Context-Driven Pricing
Markets don’t segment by industry; Buyers segment by problem.
When most companies talk about “market segments,” they really mean industries: aerospace, automotive, healthcare, etc. That’s easy, but it’s wrong. Industries are proxies, not segments.
