Dynamic vs. Stable Context: A Framework for Smarter Pricing
December 23, 2024
The first tenet of Context Driven Pricing is that Willingness to Pay (WTP) is contextual. On a hot day, a Coke is worth more than
Category: Blog
Value Drivers vs. Value Tables: When to Go Broad and When to Be Specific
December 16, 2024
During a recent podcast recording, Daniel Cho of Philips Healthcare gave a powerful example of Value Drivers. I thought it would be good to put
Unlocking Portfolio Value Through Strategic Price Increases
December 9, 2024
As a savvy investor, you know that raising prices is the fastest and easiest way to boost the value of your portfolio. Yet many hesitate
What Is Value?
December 2, 2024
The word value is ambiguous. It has so many meanings. Business people use it frequently, making the assumption that people understand it. When Tom Nagle
Confused Buyers Don’t Buy: A Case Study In How to Align SaaS Pricing with Customer Value
November 24, 2024
When I work with hardware companies, it is often challenging to get them to stop focusing on costs as they set their prices. And here’s
Perfect Pricing Is Impossible (and That’s OK)
November 18, 2024
The third tenet of Context Driven Pricing is perfection is impossible. The goal is to charge what each buyer is willing to pay, but it’s
You Influence Your Customers’ Willingness to Pay
November 11, 2024
Two weeks ago I defined Context Driven Pricing as charging what a buyer is willing to pay (WTP). The second tenet of Context Driven Pricing
The Fluid Nature of Willingness to Pay: How Context Shapes Your Pricing Strategy
November 4, 2024
Last week I defined Context Driven Pricing as charging what a buyer is willing to pay (WTP). The first tenet of Context Driven Pricing is:
Context Driven Pricing: The Ultimate Pricing Strategy
October 24, 2024
I was and still am a huge proponent of Value Based Pricing. Several times I’ve argued that Value Based Pricing means charging what a buyer
Profit vs. Market Share: Which Should Your Business Prioritize?
October 17, 2024
Most companies want to increase market share and grow profits. These are often contradictory goals. Raising prices grows profits while potentially reducing share. Reducing prices
