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
Category: Blog
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
Pricing AI: Do Costs Finally Matter in Pricing?
August 11, 2025
Buyers trade money for value. They don’t care what it takes you to deliver your product. They care what it does for them. That principle
Pricing AI: Buyers Buy Inherent and Relative Value
August 4, 2025
One of the most important lessons in pricing is this: Buyers trade money for value. That hasn’t changed, even with the rise of AI. They
Pricing AI: A Practical Guide for a Hype-Filled World
July 28, 2025
This is the first of a series of blogs that may eventually become a book on Pricing AI. Why? Because AI is exploding into products
Why Empathy Is Your Most Underrated Pricing Tool
July 21, 2025
Most people think pricing is about math. We build spreadsheets. We run simulations. We talk about cost-plus (ugh) and margins and profit targets. But pricing
Two Buyers Talked … and Nothing Bad Happened
July 14, 2025
I teach pricing (and value) a lot. And I always include price segmentation. It’s one of the most powerful ways a company can grow profits,
