Impact Pricing Blog
Written by a Human!
How Buyers Actually Buy (And Why AIDA Isn’t The Answer)
For more than a century, marketers have lived by AIDA: Attention, Interest, Desire, Action. It’s a brilliant framework — for sellers. The whole thing is
What Is a Pig Worth?
I recently listened to a Radiolab episode called “What Is a Pig Worth?” It’s a fascinating look at an animal-rights case that forced a jury
The Information Trap Is Killing Your Deals
When a deal goes quiet and nobody knows why, the first place everyone looks is sales. Did they follow up fast enough? Did they handle
Being Chosen Isn’t Winning
Something strange happens in buying decisions that almost nobody talks about. A buyer does everything right. They identify a real problem. They evaluate their options
I Was Wrong About Will I
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
Your Wins Are Lying To You
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
