How to Define Powerful Market Segments
October 20, 2025
Businesses love to talk about “market segments.” The term sounds tidy, strategic, even scientific, as if you could carve a market into perfectly labeled slices.
Category: Blog
Shareholder Value Is an Outcome, Not a Strategy
October 13, 2025
Business school professors love to preach that companies exist to maximize shareholder value. The idea is simple enough: shareholders take the risk, so the company
Pricing AI: The COMPASS Spectrum of Pricing Metrics
October 6, 2025
With SaaS, per-seat pricing was simple, predictable, and familiar to buyers. It became so common that many equated “SaaS pricing” with “seat-based pricing.” But AI
Nobody Wants to Buy AI
September 29, 2025
Every day a new vendor pops up promising “AI powered” this or “machine learning” that. Budgets are being carved out, boards are asking about AI
Pricing AI: Pricing Metrics
September 22, 2025
A pricing metric is really the intersection of two perspectives: how the buyer measures value (their KPIs) and what the seller can and does measure
Why Buyers Really Buy
September 15, 2025
You’re sitting in a conference room facing a software purchase decision. Two vendors, similar products. Vendor A costs 15% more but has a proven track
Pricing AI: The Value of Packaging
September 8, 2025
I got so excited last week to dive into how to do AI packaging, the frameworks and structure, that I forgot to help you see
Packaging AI: Structuring Features and Placing AI in Offers
September 1, 2025
The value architecture has three layers: foundational problems, problem scope, and situational context. Last week we talked about how foundational problems define market segments. But,
Pricing AI: Market Segmentation Matters
August 25, 2025
Pricing begins with understanding why buyers choose to make a purchase in the first place. Buyers don’t purchase AI because it is powerful or innovative.
Pricing AI: Are You Selling a Platform or a Solution?
August 18, 2025
Mark, Why Does This Distinction Matter? In AI, whether you are selling a platform or a solution is one of the most important strategic decisions
