Impact Pricing Blog
Written by a Human!
Product Myopia: Where It Hides in Your Company
Last week I introduced Product Myopia, the belief that value lives in the product rather than the future it creates. I ended with an assignment:
Product Myopia: The Disease You Don’t Know You Have
Your deals are stalling. Your roadmap keeps growing, but your differentiation keeps shrinking. Your marketing reaches the right people but not enough converts to pipeline.
The Value Was Always There
Buyers don’t pay for the value you create. They pay for the value they can see. I’m writing a book called Buyer Disconnect, about the
Hidden Problems, Hidden Value
A friend of mine bought a new mattress because her old one was uncomfortable and she wasn’t sleeping well. That was the problem she recognized.
The Case for Token-Based Pricing
I’ve spent decades arguing against cost-plus pricing, and token-based pricing is simply cost-plus. So when I say token-based pricing makes sense right now, I want
Stop Measuring WTP. Start Shaping It.
Most pricing experts want to know what buyers are willing to pay. So they measure it. Van Westendorp asks buyers directly about price thresholds. Gabor-Granger
