Economic Value Estimation – What and Why?
May 27, 2020
Thomas Nagle, the father of modern pricing, created EVE or Economic Value Estimation. It’s hard to say exactly what EVE is. It’s a template, a
Category: Blog
The Most Important & Least Understood Business Concept
May 20, 2020
The two most profitable pricing decisions any company can make are: Adopt value based pricing Use price segmentation Let’s briefly define these terms… Value based
The Power of Market Segmentation in Pricing
May 13, 2020
People are afraid to focus. They’re afraid to go after specific market segments, and instead want to go after ‘everybody’; they don’t want to miss
Understanding the Value Capture Gap
May 6, 2020
I’ve heard some version of the following from many CEOs: “We create a lot of value for our customers but we don’t do a very
Segment Your Products for Pricing
April 29, 2020
Surely you’ve heard of price segmentation, but have you heard of product segmentation? A friend sent me an article about fashion – a topic I
Outcome-based vs. Usage-based Pricing
April 22, 2020
In the subscription world, I see these two phrases and concepts used a lot, but the difference isn’t always clear. Let’s explore this together and
Q&A: What to Teach Manufacturing Companies about Pricing?
April 15, 2020
Question: Hello Mark, First of all, my best wishes for 2020! I was wondering about your views on the main profit challenges for industrial clients.
How Southwest Airlines “Tricks” You
April 8, 2020
Quick comment: I wrote this post before the COVID-19 shutdowns. One day we will return to a new normal. Regardless, the lesson taught here is
The Good and Bad of Price Gouging
April 1, 2020
Recently, I asked what people thought of price gouging and received many great comments on a post on LinkedIn. Although I had opinions going in,
Coronavirus Response: Lower Your Prices NOW
March 30, 2020
Without a doubt, this is the worst idea I’ve ever come up with as a pricing expert. It goes against everything I’ve ever taught. This
