Hidden Problems, Hidden Value
June 22, 2026
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.
Category: Blog
The Case for Token-Based Pricing
June 15, 2026
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.
June 8, 2026
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
The Business Case Nobody Built
June 1, 2026
You beat out all the competitors. The buying committee agrees your solution is the best one. The deal feels done. Then the weeks start passing
You Didn’t Lose the Deal. You Lost the Commitment.
May 25, 2026
Last week I introduced the Notice, Decide, Commit framework. The gap between Decide and Commit is where deals die. This week I want to talk
How Buyers Actually Buy (And Why AIDA Isn’t The Answer)
May 18, 2026
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?
May 11, 2026
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
May 4, 2026
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
April 27, 2026
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
April 20, 2026
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
