Hidden Problems, Hidden Value
June 22, 2026
You can listen to the full audio version of this blog we call — Buyer Insight. A friend of mine bought a new mattress because her
Category: Blog
The Case for Token-Based Pricing
June 15, 2026
You can listen to the full audio version of this blog we call — Buyer Insight. I’ve spent decades arguing against cost-plus pricing, and token-based pricing
Stop Measuring WTP. Start Shaping It.
June 8, 2026
You can listen to the full audio version of this blog we call — Buyer Insight. Most pricing experts want to know what buyers are willing
The Business Case Nobody Built
June 1, 2026
You can listen to the full audio version of this blog we call — Buyer Insight. You beat out all the competitors. The buying committee agrees
You Didn’t Lose the Deal. You Lost the Commitment.
May 25, 2026
You can listen to the full audio version of this blog we call — Buyer Insight. Last week I introduced the Notice, Decide, Commit framework. The
How Buyers Actually Buy (And Why AIDA Isn’t The Answer)
May 18, 2026
You can listen to the full audio version of this blog we call — Buyer Insight. For more than a century, marketers have lived by AIDA:
What Is a Pig Worth?
May 11, 2026
You can listen to the full audio version of this blog we call — Buyer Insight. I recently listened to a Radiolab episode called “What Is
The Information Trap Is Killing Your Deals
May 4, 2026
You can listen to the full audio version of this blog we call — Buyer Insight. When a deal goes quiet and nobody knows why, the
Being Chosen Isn’t Winning
April 27, 2026
You can listen to the full audio version of this blog we call — Buyer Insight. Something strange happens in buying decisions that almost nobody talks
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
